UNITED STATES CELLULAR CORP
S-8, 1998-06-17
RADIOTELEPHONE COMMUNICATIONS
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                                               Registration No. 333- __________
================================================================================

                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549
                                 ---------------

                                    FORM S-8
                             REGISTRATION STATEMENT
                                    Under the
                             SECURITIES ACT OF 1933
                                 ---------------

                       UNITED STATES CELLULAR CORPORATION
             (Exact name of registrant as specified in its charter)
              Delaware                                      62-1147325
    (State or other jurisdiction                           (I.R.S. Employer
  of incorporation or organization)                       Identification No.)
                       
                         8410 West Bryn Mawr, Suite 700
                             Chicago, Illinois                     60631
                    (Address of Principal Executive Offices)     (Zip Code)

                       United States Cellular Corporation
                      Key Management Restricted Stock Plan,
                 1997 Special Retention Restricted Stock Awards,
                   1998 Technical Associate Retention Program
                                       and
                        1998 Long-Term Incentive Program
                            (Full title of the plan)

                              LeRoy T. Carlson, Jr.
                                    Chairman
                       United States Cellular Corporation
                         8410 West Bryn Mawr, Suite 700
                             Chicago, Illinois 60631
                     (Name and address of agent for service)
                                 (773) 399-8900
                          (Telephone number, including
                        area code, of agent for service)
                                 ---------------

                         CALCULATION OF REGISTRATION FEE

===============================================================================
 Title of                   
Securities       Amount      Proposed Maximum   Proposed Maximum
  to be           to be       Offering Price      Aggregate         Amount of
Registered      Registered     Per Share (1)    Offering Price  Registration Fee
- - --------------------------------------------------------------------------------
Common Shares   1,079,000      $29.28            $31,594,469      $9,320
                 shares               
                  (2)
===============================================================================

(1)      Estimated for the Common  Shares solely for the purpose of  calculating
         the  registration  fee on the basis of the  average of the high and low
         prices  of the  Common  Shares of the  Company  on the  American  Stock
         Exchange on June 16, 1998.

(2)      25,000  Common  Shares  are  registered  under the 1996 Key  Management
         Restricted  Stock Plan,  4,000 Common Shares are  registered  under the
         1997 Special Retention  Restricted Stock Awards,  100,000 Common Shares
         are registered under the 1998 Technical Associate Retention Program and
         950,000 Common Shares are registered under the 1998 Long-Term Incentive
         Program. In addition, this Registration Statement also covers an

                                                        

<PAGE>



         indeterminate amount of additional securities which may be issued under
         the above-referenced Plans pursuant to the anti-dilution  provisions of
         such Plans.

                                     PART I

              INFORMATION REQUIRED IN THE SECTION 10(a) PROSPECTUS


Item 1.  Plan Information*
         ----------------
Item 2.  Registrant Information and Employee Plan Annual Information*
         -----------------------------------------------------------
*        Information  required by Part I to be  contained  in the Section  10(a)
         prospectus  is omitted from the  Registration  Statement in  accordance
         with  Rule 428  under  the  Securities  Act of 1933,  as  amended  (the
         "Securities Act") and the Note to Part I of Form S-8.

         The registrant has  previously  filed a Registration  Statement on Form
S-8 (No.  033-57255),  relating to 750,000  Common  Shares,  which first  became
effective  on  January  12,  1995,  for  issuance  under the  registrant's  1994
Long-Term  Incentive  Plan,  which has been  redesignated  as the 1998 Long-Term
Incentive Program (the "Program"). Pursuant to Rule 429 under the Securities Act
of 1933, as amended,  the Prospectus related to the Program includes the 750,000
Common Shares covered by Registration  Statement No.  033-57255,  as well as the
securities registered by this Registration Statement.

                                     PART II

               INFORMATION REQUIRED IN THE REGISTRATION STATEMENT


Item 3.  Incorporation of Documents by Reference.
         ---------------------------------------
         The  following  documents  which have  heretofore  been filed by United
States  Cellular  Corporation  (the  "Company"  or the  "Registrant"),  with the
Securities and Exchange Commission (the "Commission") pursuant to the Securities
Exchange Act of 1934,  as amended (the  "Exchange  Act"),  are  incorporated  by
reference herein and shall be deemed to be a part hereof:

         1.       The Company's Annual Report on Form 10-K for the year ended 
                  December 31, 1997;

         2.       The  Company's  Quarterly  Report on Form 10-Q for the quarter
                  ended March 31, 1998;

         3.       The  description  of the Common  Shares,  par value  $1.00 per
                  share  ("Common  Shares"),  of the  Company  contained  in the
                  Company's  Amendment No. 2 on Form 8, dated December 28, 1992,
                  to the Company's Report on Form 8-A; and

         4.       All other reports filed pursuant to Section 13(a) or 15(d) of 
                  the Exchange Act since the end of the fiscal year ended 
                  December 31, 1997.

         All  documents,  subsequently  filed by the Company with the Commission
pursuant to Sections  13(a),  13(c),  14 and 15(d) of the Exchange Act, prior to
the filing of a post-effective  amendment to this  Registration  Statement which
indicates that all securities  offered have been sold or which  deregisters  all
securities  then  remaining  unsold,  shall  be  deemed  to be  incorporated  by
reference  in this  Registration  Statement  and made a part  hereof  from their
respective dates of filing (such documents,  and the documents enumerated above,
being hereinafter referred to as "Incorporated Documents").


                                       -1-

<PAGE>



         Any statement contained in an Incorporated  Document shall be deemed to
be modified or  superseded  for purposes of this  Registration  Statement to the
extent  that a statement  contained  herein or in any other  subsequently  filed
Incorporated Document modifies or supersedes such statement.  Any such statement
so  modified  or  superseded  shall  not be  deemed,  except as so  modified  or
superseded, to constitute a part of this Registration Statement.



Item 4.  Description of Securities.
         -------------------------
         See Item 3.


Item 5.  Interests of Named Experts and Counsel.
         --------------------------------------
         The legality of the Common Shares  offered  hereby is being passed upon
for the Company by Sidley & Austin, One First National Plaza, Chicago,  Illinois
60603. The Company is controlled by Telephone and Data Systems, Inc. ("TDS") and
TDS is  controlled  by a voting  trust.  Walter  C.D.  Carlson,  a  trustee  and
beneficiary  of the voting  trust and a director of TDS, the Company and certain
other  subsidiaries  of TDS,  Michael G. Hron,  the Secretary of TDS and certain
other  subsidiaries of TDS, William S. DeCarlo,  the Assistant  Secretary of TDS
and certain  subsidiaries  of TDS,  Stephen P.  Fitzell,  the  Secretary  of the
Company  and certain  other  subsidiaries  of TDS,  and Sherry S.  Treston,  the
Assistant  Secretary of the Company and certain other  subsidiaries  of TDS, are
partners of Sidley & Austin.

Item 6.  Indemnification of Directors and Officers.
         -----------------------------------------
         The  Company's  Restated   Certificate  of  Incorporation   contains  a
provision  providing  that no  director  or  officer  of the  Company  shall  be
personally  liable to the Company or its  stockholders  for monetary damages for
breach of  fiduciary  duty as a  director  or  officer  except for breach of the
director's or officer's duty of loyalty to the Company or its stockholders, acts
or omissions  not in good faith or which  involve  intentional  misconduct  or a
knowing  violation  of  law,  unlawful  payment  of  dividends,  unlawful  stock
redemptions or repurchases and  transactions  from which the director or officer
derived an improper personal benefit.

         Section  145  of  the  General  Corporation  Law  of  Delaware  permits
indemnification  of directors,  officers and  employees of a  corporation  under
certain  conditions  and  subject  to  certain  limitations.  Article  XI of the
Company's Restated Certificate of Incorporation, as amended, contains provisions
for the  indemnification  of  directors,  officers and  employees of the Company
within the limitations permitted by Section 145.

         The Company has  directors'  and officers'  liability  insurance  which
provides,  subject to certain policy limits,  deductible amounts and exclusions,
coverage for all persons who have been,  are or may in the future be,  directors
or  officers  of the  Company,  against  amounts  which  such  persons  must pay
resulting  from claims  against them by reason of their being such  directors or
officers  during the policy  period for certain  breaches of duty,  omissions or
other acts done or wrongfully attempted or alleged.

Item 7.  Exemption from Registration Claimed.
         -----------------------------------
         Not Applicable.

Item 8.  Exhibits.
         --------
         The exhibits accompanying this Registration Statement are listed on the
accompanying  Exhibit  Index.  The Plans is not intended to be  qualified  under
Section 401(a) of the Internal Revenue Code.

Item 9.  Undertakings.
         ------------

                                       -2-

<PAGE>



         The Company hereby undertakes:

         1.       To file,  during any period in which offers or sales are being
                  made,  a   post-effective   amendment  to  this   Registration
                  Statement:

                  (a)      To include any prospectus required by Section 10(a)
                           (3) of the Securities Act;

                  (b)      To reflect in the prospectus any facts or events 
                           arising after the effective date of the
                           Registration Statement (or the most recent post-
                           effective amendment thereof) which, individually or 
                           in the aggregate, represent a fundamental change in 
                           the information set forth in the Registration 
                           Statement.  Notwithstanding the foregoing, any 
                           increase or decrease in volume of securities offered 
                           (if the total dollar value of securities offered 
                           would not exceed that which was registered) and any 
                           deviation from the low or high and of the estimated
                           maximum offering range may be reflected in the form 
                           of prospectus filed with the Commission pursuant to 
                           Rule 424(b) if, in the aggregate, the changes in 
                           volume and pricerepresent no more than a 20 percent 
                           change in the maximum aggregate offering price set
                           forth in the "Calculation of Registration Fee" table 
                           in the effective registration statement;

                  (c)      To include any material  information  with respect to
                           the plan of distribution not previously  disclosed in
                           the Registration  Statement or any material change to
                           such information in the Registration Statement;

                  Provided,  however,  that  paragraphs  1.(a)  and 1.(b) do not
                  apply  if  the  information  required  to  be  included  in  a
                  post-effective  amendment by those  paragraphs is contained in
                  periodic  reports filed by the Company  pursuant to Section 13
                  or Section 15(d) of the Exchange Act that are  incorporated by
                  reference in the Registration Statement.

         2.       That, for the purpose of determining  any liability  under the
                  Securities  Act, each such  post-effective  amendment shall be
                  deemed  to be a new  registration  statement  relating  to the
                  securities   offered   therein,   and  the  offering  of  such
                  securities at that time shall be deemed to be the initial bona
                  fide offering thereof.
         3.       To  remove  from  registration  by means  of a  post-effective
                  amendment  any of the Common  Shares being  registered  hereby
                  which remain unsold at the termination of the offering.

         4.       That, for the purposes of determining  any liability under the
                  Securities  Act,  each filing of the  Company's  Annual Report
                  pursuant to Section 13(a) or Section 15(d) of the Exchange Act
                  (and,  where  applicable,  each filing of an employee  benefit
                  plan's annual report pursuant to Section 15(d) of the Exchange
                  Act) that is  incorporated  by reference  in the  registration
                  statement shall be deemed to be a new  registration  statement
                  relating to the securities  offered therein,  and the offering
                  of such  securities  at that  time  shall be  deemed to be the
                  initial bona fide offering hereof.

         5.       That, insofar as indemnification for liabilities arising under
                  the Securities Act may be permitted to directors, officers and
                  controlling persons of the Company pursuant to the foregoing 
                  provisions, or otherwise, the Company has been advised that in
                  the opinion of the Commission such indemnification is against 
                  public policy as expressed in the Securities Act and is, 
                  therefore, unenforceable.  In the event that a claim for 
                  indemnification against such liabilities (other than the 
                  payment by the Company of expenses incurred or paid by a 
                  director, officer or controlling person of the Company in the
                  successful defense of any action, suit or proceeding) is 
                  asserted by such director, officer or controlling
                  person in connection with the securities being registered, the
                  Company will, unless in the opinion of its counsel the matter 
                  has been settled by controlling precedent, submit to a court 
                  of appropriate jurisdiction the question whether such 
                  indemnification by it is against public policy as expressed in
                  the Securities Act and will be governed by the final 
                  adjudication of such issue.


                                       -3-

<PAGE>



                                   SIGNATURES

                  Pursuant to the  requirements  of the  Securities Act of 1933,
the Registrant certifies that it has reasonable grounds to believe that it meets
all of the  requirements  for  filing  on  Form  S-8 and has  duly  caused  this
Registration Statement to be signed on its behalf by the undersigned,  thereunto
duly authorized,  in the City of Chicago,  State of Illinois, on the 17th day of
June, 1998.

                                        UNITED STATES CELLULAR CORPORATION

                                         By:      /s/ H. Donald Nelson
                                                  ---------------------
                                                      H. Donald Nelson
                                                      President

                  Pursuant to the  requirements  of the  Securities Act of 1933,
this  Registration  Statement  has been signed by the  following  persons in the
capacities indicated and on the 17th day of June, 1998.



/s/ LeRoy T. Carlson, Jr.             Chairman and Director
- - ----------------------------
    LeRoy T. Carlson, Jr.

/s/ H. Donald Nelson                  President (Chief Executive
- - ----------------------------          Officer) and Director
    H. Donald Nelson

/s/ LeRoy T. Carlson                  Director
- - ----------------------------
    LeRoy T. Carlson

/s/ Murray L. Swanson                 Director
- - ----------------------------
    Murray L. Swanson

/s/ Paul-Henri Denuit                 Director
- - ----------------------------
    Paul-Henri Denuit

/s/ Walter C.D. Carlson               Director
- - ----------------------------
    Walter C.D. Carlson

/s/ Kenneth R. Meyers                 Senior Vice President - Finance
- - ----------------------------          and Treasurer (Chief Financial Officer)
    Kenneth R. Meyers                     
                                     
/s/ Phillip A. Lorenzini              Controller (Principal Accounting Officer)
- - ----------------------------
    Phillip A. Lorenzini          

                              SIGNATURE PAGE TO S-8
                      KEY MANAGEMENT RESTRICTED STOCK PLAN,
                 1997 SPECIAL RETENTION RESTRICTED STOCK AWARDS
                   1998 TECHNICAL ASSOCIATE RETENTION PROGRAM
                      AND 1998 LONG-TERM INCENTIVE PROGRAM
                      OF UNITED STATES CELLULAR CORPORATION




















       

                                       -4-

<PAGE>



                                  EXHIBIT INDEX

                  The  following  documents are filed  herewith or  incorporated
herein by reference.

Exhibit
  No.                               Description
- - -------                            ------------
    4.1           Restated Certificate of Incorporation, as amended, of the
                  Company (Incorporated herein by reference to Exhibit 2(a) to 
                  Amendment No. 2 on Form 8 dated December 28, 1992 to the 
                  Company's Report on Form 8-A).

    4.2           Restated Bylaws, as amended, of the Company (Incorporated 
                  herein by reference to Exhibit 3 to Form 10-Q for the quarter
                  ended September 30, 1997).

    5              Opinion of Sidley & Austin.

   23.1           Consent of Independent Public Accountants.

   23.2           Consent of Sidley & Austin (contained in Exhibit 5 hereto).

   99.1           Key Management Restricted Stock Plan

   99.2           Form of 1997 Special Retention Restricted Stock Award

   99.3           1998 Technical Associate Retention Program

   99.4           1998 Long-Term Incentive Plan





                                       -5-

<PAGE>


                                                                       EXHIBIT 5



                                 SIDLEY & AUSTIN
                            ONE FIRST NATIONAL PLAZA
                             CHICAGO, ILLINOIS 60603
                                 (312) 853-7000



                                  June 17, 1998



United States Cellular Corporation
Suite 700
8410 West Bryn Mawr Avenue
Chicago, Illinois  60631

                  Re:      United States Cellular Corporation
                           Registration Statement on Form S-8
                           ----------------------------------
Gentlemen:

                  We are  counsel  to  United  States  Cellular  Corporation,  a
Delaware  corporation  (the  "Company"),  and have  represented  the  Company in
connection  with the  Registration  Statement  on Form  S-8  (the  "Registration
Statement")  being  filed  by the  Company  with  the  Securities  and  Exchange
Commission under the Securities Act of 1933, as amended (the "Securities  Act"),
with  respect to the issuance of 1,079,000  Common  Shares,  par value $1.00 per
share  ("Common  Shares"),  of the Company  pursuant  to the (a) Key  Management
Restricted Stock Plan, (b) 1997 Special Retention  Restricted Stock Awards,  (c)
1998 Technical  Associate  Retention Program,  and (d) 1998 Long-Term  Incentive
Program of the Company (collectively, the "Plans").

                  In rendering this opinion,  we have examined and relied upon a
copy of the Plans  and the  Registration  Statement,  including  the  Prospectus
related to each Plan. We have also examined and relied upon originals, or copies
of  originals  certified to our  satisfaction,  of such  agreements,  documents,
certificates   and  other   statements  of  governmental   officials  and  other
instruments, have examined such questions of law and have satisfied ourselves as
to such matters of fact as we have considered  relevant and necessary as a basis
for this opinion. We have assumed the authenticity of all documents submitted to
us as originals,  the genuineness of all  signatures,  the legal capacity of all
natural  persons and the  conformity  with the original  documents of any copies
thereof submitted to us for our examination.

                  Based on the foregoing, we are of the opinion that:

                  1.       The Company is duly incorporated, validly existing
and in good standing under the General Corporation Law of the State of Delaware;
and

                  2. Each Common  Share will be legally  issued,  fully paid and
nonassessable  when: (i) the Registration  Statement shall have become effective
under the Securities  Act; (ii) such Common Share shall have been duly issued in
the  manner  contemplated  by the  applicable  Plan;  and  (iii)  a  certificate
representing such Common Share shall have been duly executed,  countersigned and
registered and duly delivered to the purchaser  thereof  against  payment of the
agreed  consideration  therefor  (but not less  than the par value  thereof)  in
accordance with the terms of the applicable Plan.



<PAGE>


United States Cellular Corporation
June 17, 1998
Page 2


                  We do not find it  necessary  for the purposes of this opinion
to cover,  and  accordingly we express no opinion as to, the  application of the
securities  or "Blue  Sky" laws of the  various  states to the  issuance  of the
Common Shares.

                  This  opinion is limited to the Delaware  General  Corporation
Law and the Securities Act to the extent applicable.

                  The Company is controlled by Telephone and Data Systems,  Inc.
("TDS") and TDS is controlled by a voting trust.  Walter C.D. Carlson, a trustee
and  beneficiary  of the voting  trust and a director  of TDS,  the  Company and
certain other  subsidiaries  of TDS,  Michael G. Hron,  the Secretary of TDS and
certain other subsidiaries of TDS, William S. DeCarlo,  the Assistant  Secretary
of TDS and certain subsidiaries of TDS, Stephen P. Fitzell, the Secretary of the
Company  and certain  other  subsidiaries  of TDS,  and Sherry S.  Treston,  the
Assistant  Secretary of the Company and certain other  subsidiaries  of TDS, are
partners of this Firm.

                  We hereby  consent to the filing of this opinion as an exhibit
to the  Registration  Statement  and to all  references to our Firm in or made a
part of the Registration Statement.

                                Very truly yours,


                                 SIDLEY & AUSTIN


<PAGE>


                                                                    EXHIBIT 23.1





                    CONSENT OF INDEPENDENT PUBLIC ACCOUNTANTS


As independent  public  accountants,  we hereby consent to the  incorporation by
reference  in this Form S-8  Registration  Statement of United  States  Cellular
Corporation,  of our report dated January 28, 1998 on the consolidated financial
statements and financial statement schedules of United States Cellular 
Corporation and Subsidiaries, included or incorporated by reference in the 
United States Cellular Corporation Form 10-K for the year ended December 31, 
1997.  We also consent to all references to our Firm included in this Form S-8 
Registration Statement.



ARTHUR ANDERSEN LLP





Chicago, Illinois
June 17, 1998





<PAGE>


                                                                    EXHIBIT 99.1


                       UNITED STATES CELLULAR CORPORATION
                      KEY MANAGEMENT RESTRICTED STOCK PLAN

                                    ARTICLE I
                                    PURPOSES
                                    --------
                  The purposes of the Key Management  Restricted Stock Plan (the
"Plan") of United  States  Cellular  Corporation,  a Delaware  corporation  (the
"Company"), are to align the interests of the Company's stockholders and certain
management  employees  who are critical to the  Company's  long-term  success by
increasing the  proprietary  interest of such employees in the Company's  growth
and success  and to advance  the  interests  of the  Company by  attracting  and
retaining other qualified individuals with similar skills.

                                   ARTICLE II
                                   DEFINITIONS
                                   -----------
                  For purposes of the Plan, the following capitalized terms 
shall have the meanings set forth in this Article.

         2.1  "Affiliate"  shall  mean TDS or any other  corporation  which owns
directly or indirectly at least 50% of the  outstanding  stock of the Company or
the combined  voting power of such  outstanding  stock or a corporation at least
50% of whose  outstanding stock or the combined voting power of such outstanding
stock is owned directly or indirectly by TDS or by the Company.

         2.2  "Agreement"  shall mean a written  agreement  evidencing  an award
hereunder between the Company and a recipient of an award.

         2.3 "Board" shall mean the Board of Directors of the Company.

         2.4  "Common  Stock"  shall  mean the class of  shares  of the  Company
designated as "Common Shares" in the Articles of Incorporation of the Company.

         2.5 "Disability"  shall mean a total physical  disability which, in the
Committee's   judgment,   prevents  an   Eligible   Employee   from   performing
substantially such Eligible  Employee's  employment duties and  responsibilities
for a continuous period of at least six months.

         2.6 "Eligible  Employee" shall mean an individual who is an employee of
the  Company or any  Affiliate  on the date a  Restricted  Stock  Award is to be
granted and who was a Management Employee for at least one full month during the
Performance  Year with  respect  to which the  Restricted  Stock  Award is to be
granted.

         2.7 "Exchange Act" shall mean the  Securities  Exchange Act of 1934, as
amended.

         2.8 "Fair  Market  Value" of a share of Stock  subject to a  Restricted
Stock  Award  shall  mean the  closing  sale  price of the share of Stock on the
principal national stock exchange on which the Stock is traded on July 1 (or the
first  trading  day  thereafter  if July 1 is not a  trading  day)  of the  year
following the Performance  Year with respect to which the Restricted Stock Award
is granted;  provided,  however,  that the Fair Market Value of a share of Stock
granted with respect to the 1995 Performance Year shall be determined on June 7,
1996.

         2.9 "Management  Employee" shall mean an employee of the Company who is
an Area General Manager,  Market General Manager, Market Manager, Sales Manager,
Retail Sales Manager or Agent Manager.

         2.10  "Performance Year" shall mean 1995, 1996 or 1997, as the context 
requires.

                                                       

<PAGE>



         2.11 "Restricted  Stock" shall mean shares of Stock that are subject to
a Restriction Period.

         2.12  "Restricted  Stock Award" shall mean an award of Restricted Stock
under the Plan.

         2.13  "Restriction  Period"  shall  mean the period  designated  by the
Committee  during which the Restricted Stock subject to a Restricted Stock Award
may not be sold,  transferred,  assigned,  pledged,  hypothecated  or  otherwise
encumbered  or disposed  of,  except as  provided  in the Plan or the  Agreement
relating to such Restricted Stock Award.

         2.14  "Stock"  shall mean Common  Stock and any other  equity  security
which (i) is  designated  by the Board to be available for awards under the Plan
or (ii) becomes  available  for awards under the Plan by reason of a conversion,
stock split, stock dividend, recapitalization, reclassification, reorganization,
merger,  consolidation,  combination,  exchange  of  shares,  spin-off  or other
similar  change in  capitalization  or event or any  distribution  to holders of
shares of Common Stock.

         2.15 "Tax Date" shall have the meaning set forth in Section 5.6.

         2.16  "TDS"  shall  mean  Telephone  and Data  Systems,  Inc.,  an Iowa
corporation.

                                   ARTICLE III
                                 ADMINISTRATION
                                 --------------
                  The Plan shall be  administered  by the President of Telephone
and Data Systems,  Inc. (the "Committee").  Subject to the terms of the Plan and
the Schedule attached hereto, the Committee shall determine the number of shares
of Restricted  Stock subject to each Restricted Stock Award. The Committee shall
interpret the Plan and establish rules and regulations for the administration of
the Plan and may impose,  incidental  to the grant of a Restricted  Stock Award,
conditions  with  respect to the award,  including  conditions  with  respect to
competitive employment or other activities. All determinations, interpretations,
rules and  regulations  made by the Committee shall be conclusive and binding on
all parties.

                  The  Committee  may  delegate  some  or all of its  power  and
authority  hereunder  to other  officers of the Company as the  Committee  deems
appropriate.

                  No member of the Board or the  Committee,  and no  officer  to
whom the Committee delegates any of its power and authority hereunder,  shall be
liable for any act, omission, interpretation, construction or determination made
in connection with the Plan in good faith,  and the members of the Board and the
Committee  and such other  officers  shall be  entitled to  indemnification  and
reimbursement  by the Company in respect of any claim,  loss,  damage or expense
(including  attorneys'  fees) arising  therefrom to the full extent permitted by
law and under any  directors' or officers'  liability  insurance  that may be in
effect from time to time.

                                   ARTICLE IV
                             RESTRICTED STOCK AWARDS
                             -----------------------
                  4.1  Selection of Eligible  Employees for Awards and Number of
Shares Subject to Awards.  (a) In General.  As soon as practicable after the end
of each Performance Year, the Committee,  with the assistance and recommendation
of the Senior Vice  President  of  Operations  and the Vice  President  of Human
Resources of the Company, shall assess the performance of the Eligible Employees
for such  Performance  Year and may grant a Restricted  Stock Award to each such
Eligible  Employee whose  performance for such  Performance Year was assessed by
the  Committee  as "MR," "ER" or "FE," as  described  in the  Schedule  attached
hereto;  provided,  however, that no more than 80% of the Eligible Employees may
be granted a Restricted Stock Award for any Performance  Year. In the event that
the performances of over 80% of the Eligible Employees are assessed as MR, ER or
FE,  the  Committee,  in its  sole  discretion,  shall  determine  which of such
Eligible  Employees  shall be granted a Restricted  Stock Award.  The Restricted
Stock Award granted to each such Eligible Employee shall be with respect to that
number of whole shares of Stock with

                                       -2-

<PAGE>



an  aggregate  Fair Market Value equal to a certain  percentage  of the Eligible
Employee's  base  salary on  January 1 of the year  immediately  succeeding  the
Performance  Year,  with such  percentage  based upon such  Eligible  Employee's
assessed level of performance during the Performance Year. The Schedule attached
hereto sets forth the applicable  percentage of base salary for each performance
level for each  Performance  Year. If the  percentage of an Eligible  Employee's
base salary upon which his or her Restricted Stock Award is based would  result 
in any  fractional  share being  subject to a Restricted  Stock  Award,  the 
number of shares  subject  to the award  shall be rounded to the next highest 
number of shares.

                  (b)  Proration  of  Awards.  If  an  Eligible  Employee  was a
Management  Employee during only a portion of a Performance  Year, the number of
shares of Restricted Stock subject to his or her award for such Performance Year
shall be determined  by  multiplying  the number of shares of  Restricted  Stock
which would have been subject to his or her award if the  Eligible  Employee had
been a Management  Employee for all of the Performance  Year by a fraction,  the
numerator of which is the number of calendar months of such  Performance Year in
which such Eligible  Employee was a Management  Employee and the  denominator of
which is twelve.

                  4.2  Terms  of  Restricted  Stock  Awards.   (a)  In  General.
Restricted  Stock Awards shall be subject to the following  terms and conditions
and shall contain such additional terms and conditions,  not  inconsistent  with
the terms of the Plan, as the Committee shall deem advisable.

                  (b) Share  Certificates.  During  the  Restriction  Period,  a
certificate  representing  a Restricted  Stock Award shall be  registered in the
name of the Eligible Employee who was granted the award and shall bear a legend,
in  addition  to any legend  which may be  required  pursuant  to  Section  5.7,
indicating  that  the  ownership  of the  shares  of Stock  represented  by such
certificate is subject to the restrictions, terms and conditions of the Plan and
the Agreement  relating to the  Restricted  Stock Award.  All such  certificates
shall be  deposited  with the  Company,  together  with  stock  powers  or other
instruments of assignment,  each endorsed in blank,  which would permit transfer
to the Company of the shares of Stock subject to the  Restricted  Stock Award in
the event such award is  forfeited.  Subject to the  Company's  right to require
payment of any taxes in accordance with Section 5.6, the certificate  evidencing
ownership of the  requisite  number of shares of Stock shall be delivered to the
Eligible Employee upon termination of the Restriction Period.

                  (c) Rights with Respect to  Restricted  Stock  Awards.  Unless
otherwise  set forth in this Plan or  determined  by the Committee at the time a
Restricted Stock Award is granted,  and subject to the terms and conditions of a
Restricted  Stock Award,  the holder of such an award shall have all rights as a
stockholder of the Company,  including,  but not limited to, voting rights,  the
right  to  receive  dividends  and  the  right  to  participate  in any  capital
adjustment  of the  Company;  provided,  however,  that  any  dividend  or other
distribution  with  respect to shares of Common Stock  subject to a  Restriction
Period  shall be  deposited  with the  Company  and shall be subject to the same
restrictions as the shares of Stock with respect to which such dividend or other
distribution was made, unless the Restricted Stock Award provides otherwise.

                  (d)  Termination  of Restriction  Period.  Except as otherwise
provided in this Section 4.2, the  termination  of the  Restriction  Period with
respect to a Restricted  Stock Award shall occur on the earliest of: (i) July 1,
1998 for those  Restricted  Stock  Awards  granted  in 1996 and July 1, 1999 for
those  Restricted  Stock Awards  granted in 1997 and 1998, and (ii) the date the
Eligible  Employee who was granted  such award  terminates  employment  with the
Company or an Affiliate.

                  (e)  Cancellation  of  Award  Upon  Certain   Terminations  of
Employment. Notwithstanding Section 4.2(d), if an Eligible Employee's employment
terminates for reasons other than  Disability,  retirement on or after age 65 or
death,  the  Restricted  Stock  Award  shall be  forfeited  and  canceled by the
Company.

                  (f) Forfeiture of Award Upon  Competition  with Company or Any
Affiliate or Misappropriation of Confidential  Information.  Notwithstanding any
other provision in the Plan, any Restricted  Stock subject to a Restricted Stock
Award  and  granted  to an  Eligible  Employee  hereunder  shall be  immediately
forfeited on or after any date on which such  Eligible  Employee (i) enters into
competition  with  the  Company  or  an  Affiliate,   or  (ii)   misappropriates
confidential  information  of the Company or an Affiliate,  as determined by the
Committee in its sole discretion.

                  For purposes of the preceding  sentence,  an Eligible Employee
shall be treated as entering into  competition  with the Company or an Affiliate
if such  Eligible  Employee  (i)  directly  or  indirectly,  individually  or in
conjunction with any person, firm or corporation,  has contact with any customer
of the  Company  or an  Affiliate  or any  prospective  customer  which has been
contacted or  solicited  by or on behalf of the Company or an Affiliate  for the
purpose of soliciting or selling to such  customer or  prospective  customer any
product or service,  except to the extent such  contact is made on behalf of the
Company

                                       -3-

<PAGE>



or an Affiliate,  or (ii) otherwise competes with the Company or an Affiliate in
any manner or otherwise engages in the business of the Company or an Affiliate.

                  An  Eligible  Employee  shall be treated  as  misappropriating
confidential  information  of the  Company  or an  Affiliate  if  such  Eligible
Employee (i) uses confidential  information (as described below) for the benefit
of anyone  other  than the  Company  or such  Affiliate,  as the case may be, or
discloses the  confidential  information to anyone not authorized by the Company
or such Affiliate,  as the case may be, to receive such  information,  (ii) upon
termination of employment,  makes any summaries of, takes any notes with respect
to, or  memorizes  any  information  or takes any  confidential  information  or
reproductions  thereof from the  facilities of the Company or an  Affiliate,  or
(iii) upon  termination  of  employment or upon the request of the Company or an
Affiliate,  fails to return all  confidential  information  then in the Eligible
Employee's  possession.  "Confidential  information" shall mean any confidential
and proprietary drawings,  reports, sales and training manuals,  customer lists,
computer  programs,  and other material  embodying trade secrets or confidential
technical, business, or financial information of the Company or an Affiliate.

                  (g) Change in Control.  Notwithstanding any other provision in
the Plan, the Restriction  Period shall terminate  immediately upon either (i) a
"Change in Control," as defined below,  or (ii) a "change in control" within the
meaning of the Telephone and Data Systems, Inc. 1994 Long-Term Incentive Plan at
a time  when  TDS  owns  directly  or  indirectly  at least  50% of  either  the
outstanding stock of the Company or the combined voting power of such stock. For
purposes of this Section 4.2(g), a "Change in Control" shall mean:

                  (1) the  acquisition  by any  individual,  entity  or group (a
         "Person"),  including  any  "person"  within  the  meaning  of  Section
         13(d)(3) or  14(d)(2) of the  Exchange  Act,  of  beneficial  ownership
         within the meaning of Rule 13d-3 promulgated under the Exchange Act, of
         25% or  more of the  combined  voting  power  of the  then  outstanding
         securities  of the  Company  entitled  to  vote  generally  on  matters
         (without regard to the election of directors) (the "Outstanding  Voting
         Securities"),  excluding,  however, the following:  (i) any acquisition
         directly from the Company or an Affiliate  (excluding  any  acquisition
         resulting  from the  exercise of an  exercise,  conversion  or exchange
         privilege,  unless  the  security  being  so  exercised,  converted  or
         exchanged was acquired directly from the Company or an Affiliate,  (ii)
         any  acquisition by the Company or an Affiliate,  (iii) any acquisition
         by an employee  benefit plan (or related trust) sponsored or maintained
         by the Company or an Affiliate, (iv) any acquisition by any corporation
         pursuant to a  transaction  which  complies  with clauses (i), (ii) and
         (iii) of subsection (3) of this Section 4.2(g),  or (v) any acquisition
         by the following  persons:  (A) LeRoy T. Carlson or his spouse, (B) any
         child of LeRoy T.  Carlson  or the  spouse of any such  child,  (C) any
         grandchild  of LeRoy T.  Carlson,  including  any child  adopted by any
         child of LeRoy T. Carlson,  or the spouse of any such  grandchild,  (D)
         the estate of any of the persons described in clauses (A)-(C),  (E) any
         trust or similar  arrangement  (including any  acquisition on behalf of
         such trust or similar  arrangement by the trustees or similar  persons)
         provided that all of the current beneficiaries of such trust or similar
         arrangement  are persons  described in clauses  (A)-(C) or their lineal
         descendants, or (F) the voting trust which expires on June 30, 2009, or
         any  successor  to such voting  trust,  including  the trustees of such
         voting  trust  on  behalf  of such  voting  trust  (all  such  persons,
         collectively, the "Exempted Persons");

                  (2) individuals who, as of June 7, 1996,  constitute the Board
         (the  "Incumbent  Board") cease for any reason to constitute at least a
         majority  of such Board;  provided  that any  individual  who becomes a
         director of the Company  subsequent to June 7, 1996, and whose election
         or nomination for election by the Company's  stockholders  was approved
         by the vote of at least a majority of the directors then comprising the
         Incumbent  Board,  shall be deemed a member of the Incumbent Board; and
         provided  further,  that any individual who was initially  elected as a
         director of the Company as a result of an actual or threatened election
         contest,  as such  terms  are used in Rule  14a-11  of  Regulation  14A
         promulgated  under the Exchange  Act, or any other actual or threatened
         solicitation of proxies or consents by or on behalf of any Person other
         than the Board shall not be deemed a member of the Incumbent Board;

                  (3)  approval  by  the   stockholders  of  the  Company  of  a
         reorganization, merger or consolidation or sale or other disposition of
         all or  substantially  all of the assets of the  Company (a  "Corporate
         Transaction"),  excluding, however, a Corporate Transaction pursuant to
         which (i) all or  substantially  all of the individuals or entities who
         are  the  beneficial  owners  of  the  Outstanding   Voting  Securities
         immediately prior to such Corporate Transaction

                                       -4-

<PAGE>



         will  beneficially  own,  directly or indirectly,  more than 51% of the
         combined voting power of the outstanding  securities of the corporation
         resulting  from  such   Corporate   Transaction   (including,   without
         limitation,  a corporation  which as a result of such transaction owns,
         either directly or indirectly,  the Company or all or substantially all
         of the  Company's  assets)  which are  entitled  to vote  generally  on
         matters (without regard to the election of directors), in substantially
         the  same  proportions   relative  to  each  other  as  the  shares  of
         Outstanding  Voting  Securities  are  owned  immediately  prior to such
         Corporate  Transaction,  (ii)  no  Person  (other  than  the  following
         Persons: (v) the Company or an Affiliate, (w) any employee benefit plan
         (or  related  trust)  sponsored  or  maintained  by the  Company  or an
         Affiliate,   (x)  the   corporation   resulting   from  such  Corporate
         Transaction,  (y)  the  Exempted  Persons,  and (z)  any  Person  which
         beneficially  owned,  immediately prior to such Corporate  Transaction,
         directly  or  indirectly,   25%  or  more  of  the  Outstanding  Voting
         Securities) will beneficially own, directly or indirectly,  25% or more
         of the combined  voting  power of the  outstanding  securities  of such
         corporation  entitled to vote generally on matters  (without  regard to
         the election of directors)  and (iii)  individuals  who were members of
         the Incumbent  Board will constitute at least a majority of the members
         of the  board of  directors  of the  corporation  resulting  from  such
         Corporate Transaction; or

                  (4)  approval by the stockholders of the Company of a plan of 
         complete liquidation or dissolution of the Company.

                                    ARTICLE V
                               GENERAL PROVISIONS
                               ------------------
                  5.1  Effective  Date  and  Term of  Plan.  The  Plan  shall be
effective  as of June 7,  1996.  The Plan  shall  terminate  in 1998  after  the
Restricted  Stock Awards for the 1997  Performance Year have been determined and
granted, unless the Plan is terminated earlier by the Board.  Termination of the
Plan shall not affect the terms or  conditions  of any  Restricted  Stock  Award
granted prior to the Plan's termination.

                  5.2 Shares  Available.  Subject to  adjustment  as provided in
Section  5.8 of the  Plan,  25,000  shares of Common  Stock  initially  shall be
available  under the Plan, and at any other time the number of shares  available
under the Plan shall be such number,  reduced by the sum of the aggregate number
of shares of Common Stock which are issued  pursuant to  outstanding  Restricted
Stock  Awards.  To the extent that a Restricted  Stock Award is  forfeited,  the
shares of Stock subject to such forfeited  award shall again be available  under
the Plan. Shares of Stock to be delivered under the Plan shall be made available
from authorized and unissued shares of Stock, or authorized and issued shares of
Stock  reacquired  and held as treasury  shares or  otherwise  or a  combination
thereof.

                  5.3 Amendments.  The Board may amend the Plan as it shall deem
advisable.  No  amendment  may impair  the rights of a holder of an  outstanding
Restricted Stock Award without the consent of such holder.

                  5.4 Agreement. Each award under the Plan shall be evidenced by
an Agreement setting forth the terms and conditions applicable to such award. No
award  shall be valid  until an  Agreement  is  executed  by the Company and the
recipient  of such  award.  Upon  execution  by each party and  delivery  of the
Agreement to the Company, such award shall be effective as of the effective date
set forth in the Agreement.

                  5.5 Non-Transferability.  No share of Restricted Stock subject
to a  Restricted  Stock  Award  may be  sold,  transferred,  assigned,  pledged,
hypothecated,  encumbered or otherwise  disposed of (whether by operation of law
or otherwise) or be subject to execution,  attachment or similar  process.  Upon
any attempt by an Eligible Employee granted a Restricted Stock Award to so sell,
transfer,  assign,  pledge,  hypothecate,  encumber or otherwise  dispose of any
share of Restricted  Stock, the Restricted Stock Award and all rights thereunder
shall immediately become null and void.

                  5.6 Tax  Withholding.  The  Company  shall  have the  right to
require, prior to the issuance or delivery of any shares of Stock or the payment
of any cash pursuant to a Restricted Stock Award made hereunder,  payment by the
holder of such award of any  federal,  state,  local or other taxes which may be
required to be withheld or paid in  connection  with such award  ("Required  Tax
Payments").  As determined by the Committee at the time an award is granted,  an
Agreement may provide that (i) the Company shall  withhold whole shares of Stock
which would otherwise be delivered to a holder, having

                                       -5-

<PAGE>



an  aggregate  fair market value  determined  as of the date the  obligation  to
withhold or pay taxes arises in connection  with an award (the "Tax Date") equal
to the Required Tax  Payments,  or shall  withhold an amount of cash which would
otherwise be payable to a holder,  in the amount  necessary to make the Required
Tax  Payments,  or (ii) the holder may satisfy his or her  obligation  to pay an
amount equal to the Required Tax Payments in any of the following  forms:  (A) a
cash payment to the Company,  (B)  delivery to the Company of  previously  owned
whole shares of Stock for which the holder has good title, free and clear of all
liens and  encumbrances,  (C)  authorization  to the Company to  withhold  whole
shares of Stock which would  otherwise  be delivered or to withhold an amount of
cash which would otherwise be payable to a holder, provided that the fair market
value of shares of Stock withheld or the amount of cash withheld is equal to the
Required Tax Payments,  (D) a cash payment by a broker-dealer  acceptable to the
Company  through  whom the  Eligible  Employee has sold the shares of Stock with
respect to which the Required Tax Payments have arisen,  or (E) any  combination
of (A), (B) and (C); further provided, however, that the Company shall have sole
discretion to disapprove of an election  pursuant to any of clauses  (B)(E).  An
Agreement may provide for shares of Stock to be delivered or withheld  having an
aggregate  fair  market  value in excess of the  minimum  amount  required to be
withheld.  Any  fraction  of a share of Stock which would be required to satisfy
such an obligation  shall be disregarded  and the remaining  amount due shall be
paid in cash by the holder.

                  5.7  Restrictions on Shares.  Each Restricted Stock Award made
hereunder  shall be subject to the  requirement  that if at any time the Company
determines  that the listing,  registration  or  qualification  of the shares of
Stock subject to such award upon any  securities  exchange or under any law, the
consent or approval of any governmental  body, or the taking of any other action
is necessary or desirable as a condition of, or in connection with, the delivery
of shares  thereunder,  such shares shall not be delivered  unless such listing,
registration,  qualification,  consent, approval or other action shall have been
effected or obtained,  free of any conditions not acceptable to the Company. The
Company may  require  that  certificates  evidencing  shares of Stock  delivered
pursuant to any Restricted  Stock Award made hereunder bear a legend  indicating
that the sale, transfer or other disposition thereof by the holder is prohibited
except in compliance with the Securities Act of 1933, as amended,  and the rules
and regulations thereunder.

                  5.8 Adjustment.  In the event of any conversion,  stock split,
stock  dividend,  recapitalization,  reclassification,  reorganization,  merger,
consolidation, spin-off, combination of shares in a reverse stock split or other
similar event, the number and class of securities  available under the Plan, and
the number and class of securities subject to each outstanding  Restricted Stock
Award,  shall be  appropriately  adjusted by the  Committee.  If any other event
shall occur which in the judgment of the Board would  warrant an  adjustment  to
the number and class of securities  available  under the Plan, or the number and
class of securities  subject to each outstanding  Restricted  Stock Award,  then
such adjustment  shall be authorized by the Board and made by the Committee upon
such terms and conditions as the Committee may deem  equitable and  appropriate.
To the extent that any  adjustment  under this  Section 5.8 entitles an Eligible
Employee  to receive any  additional  shares of Stock or other  securities,  the
shares of Stock  available  under  the Plan  shall be  deemed  to  include  such
additional  shares of Stock or other  securities.  If any such adjustment  would
result in a fractional  security being available under the Plan, such fractional
security  shall  be  disregarded.  If any  such  adjustment  would  result  in a
fractional security being subject to an outstanding  Restricted Stock Award, the
Company shall pay the holder of such award,  in  connection  with the vesting of
such award, an amount in cash determined by multiplying (i) the fraction of such
security  (rounded to the nearest  hundredth) by (ii) the excess, if any, of (A)
the Fair Market Value on the vesting date over (B) the purchase  price,  if any,
of such security. Any determination made by the Committee under this Section 5.8
shall be final, binding and conclusive on all holders of Restricted Stock Awards
granted under the Plan.

                  5.9 No Right of Participation  or Employment.  No person shall
have any right to participate  in the Plan.  Neither the Plan nor any award made
hereunder shall confer upon any person any right to continued  employment by the
Company or any Affiliate or affect in any manner the right of the Company or any
Affiliate  to  terminate  the  employment  of any  person  at any  time  without
liability hereunder.

                  5.10 Rights as Stockholder.  No person shall have any right as
a stockholder of the Company with respect to any shares of Common Stock or other
equity security of the Company which is subject to an award hereunder unless and
until such person becomes a stockholder of record with respect to such shares of
Common Stock or equity security.

                  5.11  Governing  Law. The Plan,  each award  hereunder and the
related  Agreement,  and all  determinations  made and  actions  taken  pursuant
thereto,  to the extent not  otherwise  governed  by the Code or the laws of the
United States,

                                       -6-

<PAGE>



shall  be  governed  by the laws of the  State  of  Delaware  and  construed  in
accordance therewith without giving effect to principles of conflicts of laws.

                  5.12  Severability.  If a provision  of the Plan shall be held
illegal or invalid,  the illegality  shall not affect the remaining parts of the
Plan and the Plan shall be  construed  and enforced as if the illegal or invalid
provision had not been included in the Plan.


                                       -7-

<PAGE>




                                                                        SCHEDULE
                                                                        --------





                                                 
================================================================================
    

                        Performance Levels and Salary Percentages
                     ===========================================================
     
     Performance
        Year            FM        PM         MR          ER          FE
================================================================================
        1995            0%        0%       15%-22%    22.5%-29%      30%
        1996            0%        0%       15%-22%    22.5%-29%      30%
        1997            0%        0%       15%-22%    22.5%-29%      30%
- - --------------------------------------------------------------------------------
    3 Year Total        0%        0%       45%-66%    67.5%-87%      90%
================================================================================



Description of Performance Levels
- - ---------------------------------

FE       Far exceeds job requirements. Superior results on a sustained basis. 
- - --       Rarely equaled.

ER       Exceeds job requirements on a consistent basis. Makes contributions 
- - --       beyond job demands.

MR       Meets job requirements in a fully satisfactory manner.
- - --
PM       Partially  meets job  requirements  and needs to  improve.  Action plan
- - --       should be established for improvement.

FM       Fails to meet job requirements. Problem areas must be monitored and 
- - --       documented.



<PAGE>


                                                                    EXHIBIT 99.2
                                                                    ------------


                       UNITED STATES CELLULAR CORPORATION

               SPECIAL RETENTION RESTRICTED STOCK AWARD AGREEMENT


                  United States  Cellular  Corporation,  a Delaware  corporation
(the "Company"),  hereby grants to      (the "Employee") as of February 28, 1997
(the "Grant Date") a restricted  stock award of         shares of the Company's
Common  Stock (the  "Award"),  upon and subject to the  restrictions,  terms and
conditions set forth below.

                  1.  Stock Certificates.
                      ------------------
                  A stock  certificate or  certificates  representing  the total
number  of  shares  of Common  Stock  subject  to the Award (as may be  adjusted
pursuant  to Section  5.3(b))  shall be  delivered  to the  Employee  as soon as
administratively  practicable  after the lapse of the  restrictions set forth in
Section 4.

                  2. Custody and Delivery of Shares.
                     ------------------------------
                  As soon as administratively  practicable after receipt of this
Agreement, the Employee shall execute the Agreement in duplicate by affixing his
signature to the end hereof and  returning  one of the signed  Agreements to the
Company's Vice President of Human  Resources.  The Agreement shall not be deemed
executed unless the Employee (i) executes one or more  irrevocable  stock powers
to facilitate  the transfer to the Company (or its assignee or nominee) all or a
portion  of the  shares  subject  to the Award if shares  are  forfeited  either
pursuant  to  Paragraph  4  hereof  or if  required  under  applicable  laws  or
regulations,  and (ii) returns such stock power or powers to the Company's  Vice
President of Human  Resources at the same time the signed  Agreement is returned
to the Company's Vice President of Human  Resources.  The Company shall hold the
certificate or certificates  representing  the shares of Common Stock subject to
the Award (the  "Award  Shares")  until the  restrictions  on such  shares  have
terminated and the Company shall  thereupon,  subject to Paragraph 5.3,  deliver
the  certificate or  certificates  for such shares to the Employee.  The Company
shall  pay all  original  issue or  transfer  taxes  and all  fees and  expenses
incident to such delivery, except as otherwise provided in Paragraph 5.3.

                  3. Rights as a Stockholder.
                     -----------------------
                  The  Employee  shall  have the right to vote the Award  Shares
(and  Common  Stock  distributions  thereon),  unless and until such  shares are
forfeited pursuant to Paragraph 4 hereof or if required under applicable laws or
regulations.   Any  dividends  or  other   distributions   (including,   without
limitation,  a cash  dividend,  a stock dividend or stock split) with respect to
Award  Shares shall be delivered to the Company and shall be subject to the same
restrictions  as the Award Shares.  If any dividend or other  distribution is in
the form of Common Stock,  the Employee  shall  execute one or more  irrevocable
stock  powers  similar to the stock  powers  executed  with respect to the Award
Shares and return such stock power and powers to the Company's Vice President of
Human  Resources.  Such dividends and other  distributions  made with respect to
Award Shares shall be  accumulated  in a separate  account for the Employee.  As
soon as practicable  after any Award Shares are no longer subject to forfeiture,
(i) any cash dividends  held in such separate  account in respect of such shares
shall be paid to the  Employee  in cash  without  interest  and  (ii) any  other
distributions  made in respect of such shares shall be delivered to the Employee
in kind without interest.

                  4. Restriction Period and Forfeiture.  
                     ---------------------------------
                  (a) In General.  Except as otherwise  provided in this 
Paragraph 4, the restrictions on 50% of the Award Shares  shall  terminate  on 
January  15,  1999 if on such date the  Employee is employed by any of the 
following:  (i) the Company;  (ii) any corporation  which owns directly or 
indirectly at least 50% of the outstanding stock of the Company (or the combined
voting power of such outstanding stock); or (iii) a corporation at least 50% of
whose  outstanding  stock or the  combined  voting power of such outstanding   
stock  is  owned  directly  or  indirectly  by  the  Company  (any corporation 
described in clause (ii) or (iii) shall be an "Affiliate")  and the restrictions
on the other 50% of the Award Shares shall terminate on January 15, 2000 if on 
such date the Employee is employed by the Company or an Affiliate.

                                                      

<PAGE>



                  (b)  Retirement,   Disability  or  Death.  If  the  Employee's
employment by the Company or an Affiliate terminates by reason of (i) retirement
on or after age 65, (ii) a total physical  disability  which, in the judgment of
the Chairman,  prevents the Employee from performing such Employee's  employment
duties for a continuous  period of at least six months  ("Disability")  or (iii)
death prior to termination of restrictions on all the Award Shares in accordance
with subsection (a) above, the restrictions  shall terminate upon the Employee's
termination of employment.

                  (c)  Other  Termination  of  Employment.   If  the  Employee's
employment by the Company or an Affiliate  terminates  for any reason other than
retirement  on or after age 65,  Disability  or death  prior to  termination  of
restrictions  on all the Award Shares in accordance  with  subsection (a) above,
the Award  Shares  subject  to the  restrictions  on the date of the  Employee's
termination of employment shall be forfeited, and in the event that the Employee
shall forfeit any Award Shares,  the Employee shall,  within 10 days of the date
of the Company's  written  request,  return his signed copy of this Agreement to
the Company for cancellation.  Notwithstanding  the prior sentence,  such shares
nonetheless shall be forfeited and canceled by the Company.

                  (d)   Competition   or    Misappropriation   of   Confidential
Information. If prior to the delivery of the certificates representing the Award
Shares in accordance with Paragraph 2 above, the Employee either (i) enters into
competition   with  the  Company  or  an  Affiliate   or  (ii)   misappropriates
confidential  information  of the Company or an Affiliate,  as determined by the
Chairman  in his sole  discretion,  then all  rights  with  respect to the Award
Shares shall be immediately  forfeited and shall be canceled by the Company. For
purposes of the preceding  sentence,  the Employee  shall be treated as entering
into  competition  with the Company or an Affiliate if the Employee (i) directly
or  indirectly,  individually  or  in  conjunction  with  any  person,  firm  or
corporation, has contact with any customer of the Company or an Affiliate or any
prospective  customer  which has been  contacted or solicited by or on behalf of
the Company or an  Affiliate  for the purpose of  soliciting  or selling to such
customer or  prospective  customer any product or service,  except to the extent
such contact is made on behalf of the Company or an Affiliate, or (ii) otherwise
competes with the Company or an Affiliate in any manner or otherwise  engages in
the business of the Company or an  Affiliate.  The Employee  shall be treated as
misappropriating  confidential information of the Company or an Affiliate if the
Employee (i) uses confidential  information (as described below) for the benefit
of anyone  other  than the  Company  or such  Affiliate,  as the case may be, or
discloses the  confidential  information to anyone not authorized by the Company
or such Affiliate,  as the case may be, to receive such  information,  (ii) upon
termination of employment,  makes any summaries of, takes any notes with respect
to, or  memorizes  any  information  or takes any  confidential  information  or
reproductions  thereof from the  facilities of the Company or an  Affiliate,  or
(iii) upon  termination  of  employment or upon the request of the Company or an
Affiliate,  fails to return all confidential  information then in the Employee's
possession.   "Confidential   information"   shall  mean  any  confidential  and
proprietary  drawings,  reports,  sales and training  manuals,  customer  lists,
computer  programs,  and other material  embodying trade secrets or confidential
technical, business, or financial information of the Company or an Affiliate.

                  (e) Change in Control.  Any restrictions on Award Shares shall
immediately  terminate  upon the  occurrence  of (i) a "Change in  Control,"  as
defined below, or (ii) a "change in control" within the meaning of the Telephone
and Data Systems,  Inc. 1994  Long-Term  Incentive  Plan at a time when TDS owns
directly  or  indirectly  at least 50% of either  the  outstanding  stock of the
Company or the combined voting power of such stock.

                  For purposes of this Paragraph 4(e), a Change in Control shall
mean:

                  (1) the  acquisition  by any  individual,  entity  or group (a
         "Person"),  including  any  "person"  within  the  meaning  of  Section
         13(d)(3) or  14(d)(2) of the  Exchange  Act,  of  beneficial  ownership
         within the meaning of Rule 13d-3 promulgated under the Exchange Act, of
         25% or  more of the  combined  voting  power  of the  then  outstanding
         securities  of the  Company  entitled  to  vote  generally  on  matters
         (without regard to the election of directors) (the "Outstanding  Voting
         Securities"),  excluding,  however, the following:  (i) any acquisition
         directly from the Company or an Affiliate  (excluding  any  acquisition
         resulting  from the  exercise of an  exercise,  conversion  or exchange
         privilege,  unless  the  security  being  so  exercised,  converted  or
         exchanged was acquired directly from the Company or an Affiliate), (ii)
         any  acquisition by the Company or an Affiliate,  (iii) any acquisition
         by an employee  benefit plan (or related trust) sponsored or maintained
         by the Company or an Affiliate, (iv) any acquisition by any corporation
         pursuant to a  transaction  which  complies  with clauses (i), (ii) and
         (iii) of subsection (3) of this Paragraph  4(e), or (v) any acquisition
         by the following  persons:  (A) LeRoy T. Carlson or his spouse, (B) any
         child of LeRoy T.

                                       -2-

<PAGE>



         Carlson or the spouse of any such child, (C) any grandchild of LeRoy T.
         Carlson,  including any child adopted by any child of LeRoy T. Carlson,
         or the  spouse  of any such  grandchild,  (D) the  estate of any of the
         persons  described  in  clauses  (A)-(C),  (E)  any  trust  or  similar
         arrangement  (including  any  acquisition  on behalf  of such  trust or
         similar  arrangement by the trustees or similar persons)  provided that
         all of the current  beneficiaries of such trust or similar  arrangement
         are persons  described in clauses (A)-(C) or their lineal  descendants,
         or (F) the  voting  trust  which  expires  on  June  30,  2009,  or any
         successor to such voting  trust,  including the trustees of such voting
         trust on behalf of such voting trust, (all such persons,  collectively,
         the "Exempted Persons");

                  (2)  individuals  who, as of the date hereof,  constitute  the
         Board of Directors of the Company (the "Incumbent Board") cease for any
         reason to  constitute  at least a  majority  of such  Incumbent  Board;
         provided  that any  individual  who  becomes a director  of the Company
         after such date,  whose  election,  or  nomination  for election by the
         Company's stockholders, was approved by the vote of at least a majority
         of the directors then  comprising the Incumbent Board shall be deemed a
         member  of  the  Incumbent  Board;  and  provided  further,   that  any
         individual who was initially  elected as a director of the Company as a
         result of an actual or threatened  election contest,  as such terms are
         used in Rule 14a-11 of Regulation  14A  promulgated  under the Exchange
         Act,  or any other  actual or  threatened  solicitation  of  proxies or
         consents  by or on behalf of any Person  other than the Board shall not
         be deemed a member of the Incumbent Board;

                  (3)  approval  by  the   stockholders  of  the  Company  of  a
         reorganization, merger or consolidation or sale or other disposition of
         all or  substantially  all of the assets of the  Company (a  "Corporate
         Transaction"),  excluding, however, a Corporate Transaction pursuant to
         which (i) all or  substantially  all of the individuals or entities who
         are  the  beneficial  owners  of  the  Outstanding   Voting  Securities
         immediately prior to such Corporate  Transaction will beneficially own,
         directly or indirectly,  more than 51% of the combined  voting power of
         the  outstanding  securities  of the  corporation  resulting  from such
         Corporate  Transaction  (including,  without limitation,  a corporation
         which  as a  result  of  such  transaction  owns,  either  directly  or
         indirectly,  the Company or all or  substantially  all of the Company's
         assets) which are entitled to vote generally on matters (without regard
         to the election of directors),  in  substantially  the same proportions
         relative to each other as the shares of Outstanding  Voting  Securities
         are owned  immediately  prior to such  Corporate  Transaction,  (ii) no
         Person  (other  than  the  following  Persons:  (v) the  Company  or an
         Affiliate,  (w) any employee  benefit plan (or related trust) sponsored
         or  maintained  by  the  Company  or  Affiliate,  (x)  the  corporation
         resulting from such Corporate  Transaction,  (y) the Exempted  Persons,
         (z) and any Person which beneficially owned,  immediately prior to such
         Corporate  Transaction,  directly  or  indirectly,  25% or  more of the
         Outstanding  Voting  Securities)  will  beneficially  own,  directly or
         indirectly, 25% or more of the combined voting power of the outstanding
         securities of such  corporation  entitled to vote  generally on matters
         (without regard to the election of directors) and (iii) individuals who
         were members of the Incumbent Board will constitute at least a majority
         of the members of the board of directors of the  corporation  resulting
         from such Corporate Transaction; or

                  (4)  approval by the stockholders of the Company of a plan of 
         complete liquidation or dissolution of th Company.

                  5. Additional Terms and Conditions of the Award.
                     --------------------------------------------
                  5.1.  Nontransferability  of  Award.  During  the  restriction
period  described in Section  4(a),  the shares of Common Stock  subject to such
restrictions may not be transferred by the Employee other than by will, the laws
of descent and distribution or to the Employee's beneficiary or beneficiaries as
designated on the form attached  hereto.  Except as permitted by the  foregoing,
during the  restriction  period  described in Section 4(a), the shares of Common
Stock  subject  to such  restrictions  may not be sold,  transferred,  assigned,
pledged, hypothecated, encumbered or otherwise disposed of (whether by operation
of law or otherwise) or be subject to execution,  attachment or similar process.
Any  such  attempted  sale,  transfer,   assignment,  pledge,  hypothecation  or
encumbrance, or other disposition of such shares shall be null and void.

                  5.2.  Investment Representation.  The Employee hereby 
represents and covenants that (a) any share of Common Stock acquired upon the 
vesting of the Award will be acquired for investment and not with a view to the

                                       -3-

<PAGE>



distribution  thereof  within the  meaning  of the  Securities  Act of 1933,  as
amended (the  "Securities  Act"),  unless such  acquisition  has been registered
under the  Securities  Act and any  applicable  state  securities  law;  (b) any
subsequent sale of any such shares shall be made either pursuant to an effective
registration  statement  under  the  Securities  Act and any applicable  state
securities  laws,  or  pursuant  to an  exemption  from  registration  under the
Securities  Act and such state  securities  laws;  and (c) if  requested  by the
Company, the Employee shall submit a written statement,  in form satisfactory to
the Company,  to the effect that such  representation (x) is true and correct as
of the date of acquisition of any shares hereunder or (y) is true and correct as
of the  date  of any  sale of any  such  shares,  as  applicable.  As a  further
condition  precedent  to the  delivery  to the  Employee  of any shares  granted
pursuant  to the Award,  the  Employee  shall  comply with all  regulations  and
requirements of any regulatory  authority  having control of or supervision over
the  issuance of the shares  and, in  connection  therewith,  shall  execute any
documents  which  the  Board  of  Directors  of the  Company  or  any  committee
authorized by the Board of Directors of the Company shall in its sole discretion
deem necessary or advisable.

                  5.3.  Tax  Withholding.  (a) As a condition  precedent  to any
delivery to the Employee of any shares of Common Stock  granted  pursuant to the
Award, the Employee shall, upon request by the Company,  pay to the Company such
amount of cash as the Company may be  required,  under all  applicable  federal,
state, local or other laws or regulations, to withhold and pay over as income or
other  withholding  taxes (the  "Required  Tax  Payments")  with respect to such
shares.  If the Employee  shall fail to advance the Required Tax Payments  after
request by the Company, the Company may, in its discretion,  deduct any Required
Tax Payments  from any amount then or  thereafter  payable by the Company to the
Employee.

                  (b) The Employee may elect to satisfy his or her obligation to
advance the  Required  Tax Payments by any of the  following  means:  (1) a cash
payment to the Company pursuant to Paragraph 5.3(a), (2) delivery to the Company
of  previously  owned whole  shares of Common  Stock (for which the Employee has
good title, free and clear of all liens and  encumbrances)  having a fair market
value  determined  as of the date the  obligation to withhold or pay taxes first
arises in  connection  with the Award  (the  "Tax  Date")  which is equal to the
Required Tax Payments,  (3)  authorizing the Company to withhold from the shares
of Common Stock which would  otherwise be delivered to the Employee  pursuant to
the Award a number of whole  shares of Common  Stock  having a fair market value
determined as of the Tax Date which is equal to the Required Tax Payments, (4) a
cash  payment by a  broker-dealer  acceptable  to the Company  through  whom the
Employee  has sold the shares with  respect to which the  Required  Tax Payments
have arisen or (5) any  combination  of (1), (2) and (3). The Company shall have
sole discretion to disapprove of an election pursuant to any of clauses (2)-(5).
Whole  shares of Common  Stock to be so  delivered  or withheld  may not have an
aggregate  fair market value in excess of the minimum amount of the Required Tax
Payments. Any fraction of a share of Common Stock which would be required to pay
the Required Tax Payments in full shall be disregarded and the remaining  amount
due shall be paid in cash by the Employee.

                  5.4.  Adjustment.  In the  event  of any  stock  split,  stock
dividend,   recapitalization,    reclassification,    reorganization,    merger,
consolidation, spin-off, combination of shares in a reverse stock split or other
similar  event,  the number and class of shares of Common  Stock  subject to any
restrictions  at the time of such event shall be  appropriately  adjusted by the
Company.  The  decision  of the Company  regarding  the amount and timing of any
adjustment  pursuant  to  this  Paragraph  5.4  shall  be  final,   binding  and
conclusive.

                  5.5.  Compliance  with Applicable Law. The Award is subject to
the condition that if the listing,  registration or  qualification of the shares
of Common Stock subject to the Award upon any  securities  exchange or under any
law, or the consent or approval of any  governmental  body, or the taking of any
other action is necessary or desirable as a condition of, or in connection with,
the  termination of the  restrictions on such shares or delivery of such shares,
then such shares may not be delivered, in whole or in part, unless such listing,
registration,  qualification,  consent or approval  shall have been  effected or
obtained,  free of any  conditions  not  acceptable to the Company.  The Company
agrees to make every  reasonable  effort to effect or obtain  any such  listing,
registration, qualification, consent or approval.

                  5.6. The Award Confer No Rights to Continued Employment. In no
event shall the granting of the Award or its  acceptance by the Employee give or
be deemed to give the Employee any right to continued  employment by the Company
or by any Affiliate.


                                       -4-

<PAGE>



                  5.7. Decisions of Chairman.  The Chairman shall have the right
to resolve all questions which may arise in connection with this Agreement.  Any
interpretation,  determination  or other  action  made or taken by the  Chairman
regarding this Agreement shall be final, binding and conclusive.

                  6.  Miscellaneous Provisions.

                  6.1.  Successors.  This  Agreement  shall be binding  upon and
inure to the  benefit of any  successor  or  successors  of the  Company and any
person or persons who shall, upon the death of the Employee,  acquire any rights
hereunder.

                  6.2. Notices.  All notices,  requests or other  communications
provided  for in this  Agreement  shall be made in writing  either (a) by actual
delivery to the party  entitled  thereto,  or (b) by mailing  through the United
States postal service to the last known address of the party  entitled  thereto,
via certified or registered mail,  postage prepaid and return receipt  requested
or by telecopy with  confirmation  of receipt.  The notice shall be deemed to be
received  in case of  delivery,  on the date of its actual  receipt by the party
entitled  thereto,  and in case of mailing by certified or registered mail, five
days  following  the date of such mailing,  and in the case of telecopy,  on the
date of confirmation of receipt.

                  6.3. Governing Law. This Agreement and all determinations made
and actions taken  pursuant  thereto,  to the extent not governed by the laws of
the United States, shall be governed by, and interpreted in accordance with, the
internal  laws of the State of  Delaware,  without  regard to  conflicts of laws
principles.

                  6.4.  Counterparts.  This  Agreement  may be  executed  in two
counterparts,  each of  which  shall be  deemed  an  original  and both of which
together shall constitute one and the same instrument.

                                       UNITED STATES CELLULAR CORPORATION


                                       By:_______________________________
                                            H. Donald Nelson
                                            Chief Executive Officer


__________________________________
            Employee





                                       -5-

<PAGE>



                       UNITED STATES CELLULAR CORPORATION
               SPECIAL RETENTION RESTRICTED STOCK AWARD AGREEMENT

                          BENEFICIARY DESIGNATION FORM
                          ----------------------------
                  You  may  designate  a  primary  beneficiary  and a  secondary
beneficiary.  You can name  more  than one  person  as a  primary  or  secondary
beneficiary.  For  example,  you  may  wish  to  name  your  spouse  as  primary
beneficiary  and  your  children  as  secondary  beneficiaries.  Your  secondary
beneficiary(ies)  will  receive  nothing  if any of your  primary  beneficiaries
survive you. All primary  beneficiaries  will share equally  unless you indicate
otherwise. The same rule applies for secondary beneficiaries.

Designate Your Beneficiary(ies):
                  Primary  Beneficiary(ies) (give name, address and relationship
to you):

                  ---------------------------------------------------

                  ---------------------------------------------------

                  ---------------------------------------------------

                  Secondary Beneficiary(ies) (give name, address and

                  relationship to you): _____________________________

                  ---------------------------------------------------

                  ---------------------------------------------------

                  ---------------------------------------------------


                  I certify that my designation  of beneficiary  set forth above
is my free act and deed.



                  ------------------------------     ---------------------------
                  Name                               Signature
                  (please print)

                                                     ---------------------------
                                                     Date










                                                   

<PAGE>

                                                                    EXHIBIT 99.3

                       UNITED STATES CELLULAR CORPORATION
                   1998 TECHNICAL ASSOCIATE RETENTION PROGRAM



                                    ARTICLE I
                                    PURPOSES
                                    --------
                  The purposes of the 1998 Technical Associate Retention Program
(the "Program") of United States Cellular  Corporation,  a Delaware  corporation
(the  "Company"),  are to align the interests of the Company's  stockholders and
its  employees  with  technological  skills which are critical to the  Company's
long-term  success by increasing the  proprietary  interest of such employees in
the Company's  growth and success and to advance the interests of the Company by
attracting and retaining other qualified individuals with similar skills.

                                   ARTICLE II
                                   DEFINITIONS
                                   -----------
                  For purposes of the Program, the following capitalized terms 
shall have the meanings set forth in this Article.

                  2.1 "Affiliate"  shall mean TDS or any other corporation which
owns directly or indirectly at least 50% of the outstanding stock of the Company
or the combined voting power of such outstanding stock or a corporation at least
50% of whose  outstanding stock or the combined voting power of such outstanding
stock is owned directly or indirectly by TDS or by the Company.

                  2.2 "Board" shall mean the Board of Directors of the Company.

                  2.3 "Common  Stock" shall mean the class of shares  designated
as "Common Shares" in the Articles of Incorporation of the Company.

                  2.4 "Disability" shall mean a total physical disability which,
in the  Committee's  judgment,  prevents an Eligible  Employee  from  performing
substantially such Eligible  Employee's  employment duties and  responsibilities
for a continuous period of at least six months.

                  2.5 "Eligible Employee" shall mean an individual who (i) is an
employee of the Company or any Affiliate on the date a Restricted Stock Award is
to be granted,  (ii) is not  participating  in any other bonus plan, (iii) was a
Technical  Employee for at least one full quarter  during the  Performance  Year
with  respect to which the  Restricted  Stock Award is to be granted and (iv) is
selected  by the  Committee,  in its  sole  discretion,  to  participate  in the
Program.

                  2.6 "Exchange Act" shall mean the  Securities  Exchange Act of
1934, as amended.

                  2.7  "Fair  Market  Value"  of a share of Stock  subject  to a
Restricted  Stock Award shall mean the closing  sale price of the share of Stock
on the  principal  national  stock  exchange on which the Stock is traded on its
first  trading  day in March of the year  following  the  Performance  Year with
respect to which the Restricted Stock Award is granted.

                  2.8  "Performance Year" shall mean 1998, 1999 and 2000, as the
context requires.

                  2.9  "Restricted  Stock"  shall mean  shares of Stock that are
subject to a Restriction Period.

                  2.10   "Restricted   Stock  Award"  shall  mean  an  award  of
Restricted Stock under the Program.

                  2.11 "Restriction  Period" shall mean the period designated by
the Committee  during which the Restricted  Stock subject to a Restricted  Stock
Award may not be sold, transferred, assigned, pledged, hypothecated or otherwise
encumbered or disposed of, except as provided in the Program.

                                       -7-

<PAGE>



                  2.12  "Stock"  shall mean  Common  Stock and any other  equity
security  which (i) is  designated by the Board to be available for awards under
the Program or (ii) becomes  available for awards under the Program by reason of
a conversion, stock split, stock dividend,  recapitalization,  reclassification,
reorganization, merger, consolidation, combination, exchange of shares, spin-off
or other  similar  change  in  capitalization  or event or any  distribution  to
holders of shares of Common Stock.

                  2.13 "Tax Date"  shall have the  meaning  set forth in Section
5.5.

                  2.14 "TDS" shall mean  Telephone  and Data  Systems,  Inc., an
Iowa corporation.

                  2.15 "Technical  Employee"  shall mean an employee  performing
technical  services in the Engineering,  Network Planning,  Network Services and
Network Operations divisions of the Company.

                                   ARTICLE III
                                 ADMINISTRATION
                                 --------------
                  The Program shall be administered by the Senior Vice President
of  Engineering  and Vice  President  of Human  Resources  of the  Company  (the
"Committee").  Subject to the terms of the  Program  and the  Schedule  attached
hereto,  the Committee shall determine the number of shares of Restricted  Stock
subject to each  Restricted  Stock Award.  The  Committee  shall  interpret  the
Program  and  establish  rules and  regulations  for the  administration  of the
Program and may impose,  incidental  to the grant of a  Restricted  Stock Award,
conditions  with  respect to the award,  including  conditions  with  respect to
competitive employment or other activities. All determinations, interpretations,
rules and regulations  made by the Committee shall be subject to the approval of
the  President  of the Company and to the further  approval of the  President of
TDS, and after such approvals, shall be conclusive and binding on all parties.

                  The  Committee  may  delegate  some  or all of its  power  and
authority  hereunder  to other  officers of the Company as the  Committee  deems
appropriate.

                  No member of the Board or Committee, and none of the President
of the  Company,  the  President  of TDS nor any  officer to whom the  Committee
delegates any of its power and authority hereunder, shall be liable for any act,
omission, interpretation,  construction or determination made in connection with
the Program in good faith,  and the members of the Board and  Committee and such
Presidents  and  other  officers  shall  be  entitled  to  indemnification   and
reimbursement  by the Company in respect of any claim,  loss,  damage or expense
(including  attorneys'  fees) arising  therefrom to the full extent permitted by
law and under any  directors' or officers'  liability  insurance  that may be in
effect from time to time.

                                   ARTICLE IV
                             RESTRICTED STOCK AWARDS
                             -----------------------
                  4.1  Selection of Eligible  Employees for Awards and Number of
Shares Subject to Awards.  (a) In General.  As soon as practicable after the end
of each Performance  Year, the Director of Engineering,  the Director of Network
Planning,  the  Director  of  Network  Services  and the  Directors  of  Network
Operations of the Company shall assess the performance of the Eligible Employees
for such  Performance  Year and shall  recommend to the Committee the grant of a
Restricted Stock Award to each such Eligible Employee whose performance for such
Performance  Year was assessed by such Directors as outstanding,  commendable or
fully competent,  as described in the Schedule attached hereto. After the review
of and  any  modification  to the  recommended  awards  which  are  made  by the
Committee,  the  Committee  shall  submit for  approval to the  President of the
Company and the  President of TDS the  Restricted  Stock Awards to be granted to
such  Eligible  Employees.  The  Restricted  Stock  Award  granted  to each such
Eligible  Employee shall be with respect to that number of whole shares of Stock
with an  aggregate  Fair  Market  Value  equal to a  certain  percentage  of the
Eligible  Employee's  base salary on the July 1 of such  Performance  Year, with
such  percentage  based  upon  such  Eligible   Employee's   assessed  level  of
performance during the Performance Year. The Schedule attached hereto sets forth
the  applicable  percentage of base salary for each  performance  level for each
Performance Year. If the percentage of an Eligible  Employee's base salary would
otherwise  result in any  fractional  share being subject to a Restricted  Stock
Award,  the number of shares  subject to the award  shall be rounded to the next
highest whole number of shares.

                  (b)  Proration  of  Awards.  If  an  Eligible  Employee  was a
Technical  Employee  during only a portion of a Performance  Year, the number of
shares of Restricted Stock subject to his or her award for such Performance Year
shall

                                       -8-

<PAGE>



be determined  by  multiplying  the number of shares of  Restricted  Stock which
would have been subject to his or her award if the Eligible  Employee had been a
Technical Employee for all of the Performance Year by a fraction,  the numerator
of which is the number of calendar  quarters of such  Performance  Year in which
such Eligible Employee was a Technical  Employee and the denominator of which is
four,  except  that in the case of an Eligible  Employee  who became a Technical
Employee during such  Performance  Year, the first calendar quarter shall not be
included in the numerator unless the Eligible Employee was a Technical  Employee
throughout such calendar quarter.

                  4.2  Terms  of  Restricted  Stock  Awards.   (a)  In  General.
Restricted  Stock Awards shall be subject to the following  terms and conditions
and shall be subject to such additional  terms and conditions,  not inconsistent
with the terms of the Program, as the Committee, the President of the Company or
the President of TDS shall deem advisable.

                  (b) Share  Certificates.  During  the  Restriction  Period,  a
certificate  or  certificates  representing  a  Restricted  Stock Award shall be
registered  in the name of the  Eligible  Employee who was granted the award and
shall bear a legend, in addition to any legend which may be required pursuant to
Section 5.6, indicating that the ownership of the shares of Stock represented by
such  certificate  is subject to the  restrictions,  terms and conditions of the
Program.  All such  certificates  shall be deposited with the Company,  together
with stock powers or other  instruments of  assignment,  each endorsed in blank,
which would permit  transfer to the Company of all or a portion of the shares of
Stock  subject  to the  Restricted  Stock  Award  in the  event  such  award  is
forfeited.  Subject to the  Company's  right to require  payment of any taxes in
accordance with Section 5.5, a certificate or certificates  evidencing ownership
of the  requisite  number of shares of Stock shall be  delivered to the Eligible
Employee upon termination of the Restriction Period.

                  (c) Rights with Respect to  Restricted  Stock  Awards.  Unless
otherwise set forth in this Program or determined by the Committee at the time a
Restricted Stock Award is granted,  and subject to the terms and conditions of a
Restricted  Stock Award,  the holder of such an award shall have all rights as a
stockholder of the Company,  including,  but not limited to, voting rights,  the
right  to  receive  dividends  and  the  right  to  participate  in any  capital
adjustment  of the  Company;  provided,  however,  that  any  dividend  or other
distribution  with respect to shares of Stock  subject to a  Restriction  Period
shall  be  deposited  with  the  Company  and  shall  be  subject  to  the  same
restrictions as the shares of Stock with respect to which such dividend or other
distribution was made, unless the Restricted Stock Award provides otherwise.

                  (d)  Termination  of Restriction  Period.  Except as otherwise
provided in this Section 4.2, the  termination  of the  Restriction  Period with
respect to a Restricted Stock Award shall occur on the earliest of: (i) April 1,
2001 or (ii) the date of the  termination  of  employment  with the  Company  or
Affiliate of the Eligible Employee who was granted such award.

                  (e)  Cancellation  of  Award  Upon  Certain   Terminations  of
Employment. Notwithstanding Section 4.2(d), if an Eligible Employee's employment
terminates prior to April 1, 2001 for a reason other than Disability, retirement
on or after  attainment of age 65 or death,  the Restricted Stock Award shall be
forfeited and canceled by the Company.

                  (f) Forfeiture of Award Upon  Competition  with Company or any
Affiliate or Misappropriation of Confidential  Information.  Notwithstanding any
other  provision in the Program,  any  Restricted  Stock subject to a Restricted
Stock Award and granted to an Eligible  Employee  hereunder shall be immediately
forfeited  as of any  date on which  such  Eligible  Employee  (i)  enters  into
competition   with  the  Company  or  an  Affiliate   or  (ii)   misappropriates
confidential  information  of the Company or an Affiliate,  as determined by the
Committee in its sole discretion.

                  For purposes of the preceding  sentence,  an Eligible Employee
shall be treated as entering into  competition  with the Company or an Affiliate
if such  Eligible  Employee  (i)  directly  or  indirectly,  individually  or in
conjunction with any person, firm or corporation,  has contact with any customer
of the  Company  or an  Affiliate  or any  prospective  customer  which has been
contacted or  solicited  by or on behalf of the Company or an Affiliate  for the
purpose of soliciting or selling to such  customer or  prospective  customer any
product or service,  except to the extent such  contact is made on behalf of the
Company  or an  Affiliate  or (ii)  otherwise  competes  with the  Company or an
Affiliate in any manner or  otherwise  engages in the business of the Company or
an Affiliate.

                  An  Eligible  Employee  shall be treated  as  misappropriating
confidential  information  of the  Company  or an  Affiliate  if  such  Eligible
Employee (i) uses confidential  information (as described below) for the benefit
of anyone  other  than the  Company  or such  Affiliate,  as the case may be, or
discloses the  confidential  information to anyone not authorized by the Company
or such Affiliate,  as the case may be, to receive such  information,  (ii) upon
termination of employment,  makes any summaries of, takes any notes with respect
to, or memorizes any information or takes any confidential information

                                       -9-

<PAGE>



or  reproductions  thereof from the facilities of the Company or an Affiliate or
(iii) upon  termination  of  employment or upon the request of the Company or an
Affiliate,  fails to return all  confidential  information  then in the Eligible
Employee's  possession.  "Confidential  information" shall mean any confidential
and proprietary drawings,  reports, sales and training manuals,  customer lists,
computer  programs and other material  embodying  trade secrets or  confidential
technical, business or financial information of the Company or an Affiliate.

                  (g) Change in Control.  Notwithstanding any other provision in
the Program,  in the event of either (i) a "Change in Control," as defined below
or (ii) a "change in  control"  within the  meaning  of the  Telephone  and Data
Systems,  Inc. 1994 Long-Term Incentive Plan at a time when TDS owns directly or
indirectly  at least 50% of either the  outstanding  stock of the Company or the
combined  voting  power of such stock,  the Board may, but shall not be required
to,  make  such  adjustments  to  outstanding   awards  hereunder  as  it  deems
appropriate,  including,  without limitation,  causing the Restriction Period of
such awards to terminate  immediately.  For purposes of this Section  4.2(g),  a
"Change in Control" shall mean:

                  (1) the  acquisition  by any  individual,  entity  or group (a
         "Person"),  including  any  "person"  within  the  meaning  of  Section
         13(d)(3) or  14(d)(2) of the  Exchange  Act,  of  beneficial  ownership
         within the meaning of Rule 13d-3 promulgated under the Exchange Act, of
         25% or  more of the  combined  voting  power  of the  then  outstanding
         securities  of the  Company  entitled  to  vote  generally  on  matters
         (without regard to the election of directors) (the "Outstanding  Voting
         Securities"),  excluding,  however, the following:  (i) any acquisition
         directly from the Company or an Affiliate  (excluding  any  acquisition
         resulting  from the  exercise of an  exercise,  conversion  or exchange
         privilege,  unless  the  security  being  so  exercised,  converted  or
         exchanged was acquired directly from the Company or an Affiliate,  (ii)
         any  acquisition by the Company or an Affiliate,  (iii) any acquisition
         by an employee  benefit plan (or related trust) sponsored or maintained
         by the Company or an Affiliate, (iv) any acquisition by any corporation
         pursuant to a  transaction  which  complies  with clauses (i), (ii) and
         (iii) of subsection (3) of this Section  4.2(g) or (v) any  acquisition
         by the following  persons:  (A) LeRoy T. Carlson or his spouse, (B) any
         child of LeRoy T.  Carlson  or the  spouse of any such  child,  (C) any
         grandchild  of LeRoy T.  Carlson,  including  any child  adopted by any
         child of LeRoy T. Carlson,  or the spouse of any such  grandchild,  (D)
         the estate of any of the persons described in clauses (A)-(C),  (E) any
         trust or similar  arrangement  (including any  acquisition on behalf of
         such trust or similar  arrangement by the trustees or similar  persons)
         provided that all of the current beneficiaries of such trust or similar
         arrangement  are persons  described in clauses  (A)-(C) or their lineal
         descendants  or (F) the voting trust which expires on June 30, 2009, or
         any  successor  to such voting  trust,  including  the trustees of such
         voting  trust  on  behalf  of such  voting  trust  (all  such  persons,
         collectively, the "Exempted Persons");

                  (2)  individuals  who, as of January 1, 1998,  constitute  the
         Board (the  "Incumbent  Board")  cease for any reason to  constitute at
         least a  majority  of such  Board;  provided  that any  individual  who
         becomes a director of the Company  subsequent  to January 1, 1998,  and
         whose election or nomination for election by the Company's stockholders
         was approved by the vote of at least a majority of the  directors  then
         comprising  the  Incumbent  Board,  shall be  deemed  a  member  of the
         Incumbent  Board;  and provided  further,  that any  individual who was
         initially elected as a director of the Company as a result of an actual
         or threatened  election contest,  as such terms are used in Rule 14a-11
         of  Regulation  14A  promulgated  under the Exchange  Act, or any other
         actual or  threatened  solicitation  of  proxies or  consents  by or on
         behalf of any Person  other than the Board shall not be deemed a member
         of the Incumbent Board;

                  (3)  approval  by  the   stockholders  of  the  Company  of  a
         reorganization, merger or consolidation or sale or other disposition of
         all or  substantially  all of the assets of the  Company (a  "Corporate
         Transaction"),  excluding, however, a Corporate Transaction pursuant to
         which (i) all or  substantially  all of the individuals or entities who
         are  the  beneficial  owners  of  the  Outstanding   Voting  Securities
         immediately prior to such Corporate  Transaction will beneficially own,
         directly or indirectly,  more than 51% of the combined  voting power of
         the  outstanding  securities  of the  corporation  resulting  from such
         Corporate  Transaction  (including,  without limitation,  a corporation
         which  as a  result  of  such  transaction  owns,  either  directly  or
         indirectly,  the Company or all or  substantially  all of the Company's
         assets) which are entitled to vote generally on matters (without regard
         to the election of directors),  in  substantially  the same proportions
         relative to each other as the shares of Outstanding  Voting  Securities
         are owned  immediately  prior to such  Corporate  Transaction,  (ii) no
         Person  (other  than  the  following  Persons:  (v) the  Company  or an
         Affiliate,  (w) any employee  benefit plan (or related trust) sponsored
         or  maintained  by the  Company or an  Affiliate,  (x) the  corporation
         resulting from such Corporate Transaction, (y) the Exempted Persons and
         (z) any Person  which  beneficially  owned,  immediately  prior to such
         Corporate  Transaction,  directly  or  indirectly,  25% or  more of the
         Outstanding  Voting  Securities)  will  beneficially  own,  directly or
         indirectly, 25% or more of the

                                      -10-

<PAGE>



         combined voting power of the outstanding securities of such corporation
         entitled to vote generally on matters  (without  regard to the election
         of directors) and (iii)  individuals  who were members of the Incumbent
         Board will  constitute  at least a majority of the members of the board
         of  directors  of  the   corporation   resulting  from  such  Corporate
         Transaction; or

                  (4)  approval by the stockholders of the Company of a plan of 
complete liquidation or dissolution of the Company.

                                    ARTICLE V
                               GENERAL PROVISIONS
                               ------------------
                  5.1 Effective  Date and Term of Program.  The Program shall be
effective as of January 1, 1998.  The Program shall  terminate in 2001 after the
Restricted  Stock Awards for the 2000  Performance Year have been determined and
granted,  unless the Program is terminated earlier by the Board.  Termination of
the Program  shall not affect the terms or conditions  of any  Restricted  Stock
Award granted prior to the Program's termination.

                  5.2 Shares  Available.  Subject to  adjustment  as provided in
Section 5.7 of the Program,  100,000 shares of Common Stock  initially  shall be
available  under  the  Program,  and at any  other  time the  number  of  shares
available  under the  Program  shall be such  number,  reduced by the sum of the
aggregate  number of  shares  of Common  Stock  which  are  issued  pursuant  to
outstanding Restricted Stock Awards. To the extent that a Restricted Stock Award
is  forfeited,  the shares of Stock  subject to such  forfeited  portion of such
award  shall  again  be  available  under  the  Program.  Shares  of Stock to be
delivered under the Program shall be made available from authorized and unissued
shares of Stock, or authorized and issued shares of Stock reacquired and held as
treasury shares or otherwise or a combination thereof.

                  5.3  Amendments.  The Board may amend the  Program as it shall
deem advisable. No amendment may impair the rights of a holder of an outstanding
Restricted Stock Award without the consent of such holder.

                  5.4 Transferability. No share of Restricted Stock subject to a
Restricted Stock Award shall be transferrable other than (a) by will or the laws
of  descent  and  distribution  or (b)  pursuant  to a  beneficiary  designation
effective on the Eligible Employee's death. Except as permitted by the preceding
sentence,  no share of Restricted  Stock subject to a Restricted Stock Award may
be sold, transferred,  assigned, pledged, hypothecated,  encumbered or otherwise
disposed  of  (whether  by  operation  of law or  otherwise)  or be  subject  to
execution,  attachment  or similar  process.  Upon any  attempt  by an  Eligible
Employee granted a Restricted Stock Award to so sell, transfer,  assign, pledge,
hypothecate, encumber or otherwise dispose of any share of Restricted Stock, the
Restricted Stock Award and all rights thereunder shall  immediately  become null
and void.

                  5.5 Tax  Withholding.  The  Company  shall  have the  right to
require, prior to the delivery of any shares of Stock or the payment of any cash
pursuant to a Restricted  Stock Award made  hereunder,  payment by the holder of
such award of any federal,  state, local or other taxes which may be required to
be withheld or paid in connection  with such award  ("Required  Tax  Payments").
Subject  to  approval  by the  Committee,  the  holder  of an award may elect to
satisfy his or her obligation to advance the Required Tax Payments by any of the
following means: (a) a cash payment to the Company,  (b) delivery to the Company
of  previously  owned  whole  shares of Stock  (which the holder has held for at
least six  months  prior to the  delivery  of such  shares of Stock or which the
holder  purchased  on the open  market and for which the holder has good  title,
free and clear of all liens and encumbrances) the aggregate fair market value of
which shall be determined as of the date the obligation to withhold or pay taxes
arises in  connection  with the Award  (the "Tax  Date"),  (c)  authorizing  the
Company to withhold whole shares of Stock which would  otherwise be delivered or
to  withhold an amount of cash which  would  otherwise  be payable to the holder
pursuant  to the  Award  the  aggregate  fair  market  value of  which  shall be
determined as of the Tax Date, (d) a cash payment by a broker-dealer  acceptable
to the  Company  to whom the  holder  has  submitted  an  irrevocable  notice of
exercise or (e) any combination of (a), (b) and (c). If the holder shall fail to
advance the Required Tax Payments after request by the Company, the Company may,
in its  discretion,  withhold  whole  shares of Stock which would  otherwise  be
delivered or withhold an amount of cash which would  otherwise be payable to the
holder  pursuant to the Award,  provided that the fair market value of shares of
Stock or the amount of cash  withheld  is equal to the  Required  Tax  Payments.
Shares of Stock to be  delivered  or  withheld  may not have an  aggregate  fair
market  value in excess of the  minimum  amount  required  to be  withheld.  Any
fraction  of a share of  Stock  which  would  be  required  to  satisfy  such an
obligation  shall be disregarded  and the remaining  amount due shall be paid in
cash by the holder.


                                      -11-

<PAGE>



                  5.6  Restrictions on Shares.  Each Restricted Stock Award made
hereunder  shall be subject to the  requirement  that if at any time the Company
determines  that the listing,  registration  or  qualification  of the shares of
Stock subject to such award upon any  securities  exchange or under any law, the
consent or approval of any  governmental  body or the taking of any other action
is necessary or desirable as a condition of, or in connection with, the delivery
of shares  thereunder,  such shares shall not be delivered  unless such listing,
registration,  qualification,  consent, approval or other action shall have been
effected or obtained,  free of any conditions not acceptable to the Company. The
Company may  require  that  certificates  evidencing  shares of Stock  delivered
pursuant to any Restricted  Stock Award made hereunder bear a legend  indicating
that the sale, transfer or other disposition thereof by the holder is prohibited
except in compliance with the Securities Act of 1933, as amended,  and the rules
and regulations thereunder.

                  5.7 Adjustment.  In the event of any conversion,  stock split,
stock  dividend,  recapitalization,  reclassification,  reorganization,  merger,
consolidation, spin-off, combination of shares in a reverse stock split or other
similar event,  the number and class of securities  available under the Program,
and the number and class of securities  subject to each  outstanding  Restricted
Stock Award shall be appropriately  adjusted by the Company.  To the extent that
any adjustment  under this Section 5.7 entitles an Eligible  Employee to receive
any  additional  shares  of Stock  or  other  securities,  the  shares  of Stock
available under the Program shall be deemed to include such additional shares of
Stock and other securities.  If any such adjustment would result in a fractional
security being  available under the Program,  such fractional  security shall be
disregarded.  If any such adjustment would result in a fractional security being
subject to an  outstanding  Restricted  Stock Award,  the Company  shall pay the
holder of such award,  in connection  with the first  vesting of such award,  in
whole or in part, occurring after such adjustment,  an amount in cash determined
by  multiplying  (i) the  fraction  of such  security  (rounded  to the  nearest
hundredth)  by (ii) the  excess,  if any,  of (A) the fair  market  value on the
vesting  date  over  (B) the  purchase  price,  if any,  of such  security.  Any
determination made by the Company under this Section 5.7 shall be final, binding
and conclusive.

                  5.8 No Right of Participation  or Employment.  No person shall
have any right to participate in the Program.  Neither the Program nor any award
made hereunder shall confer upon any person any right to continued employment by
the Company or any Affiliate or affect in any manner the right of the Company or
any  Affiliate to  terminate  the  employment  of any person at any time without
liability hereunder.

                  5.9 Rights as Stockholder. No person shall have any right as a
stockholder  of the Company  with respect to any shares of Common Stock or other
equity security of the Company which is subject to an award hereunder unless and
until such person becomes a stockholder of record with respect to such shares of
Common Stock or equity security.

                  5.10 Governing Law. The Program and each award hereunder,  and
all  determinations  made and actions taken pursuant thereto,  to the extent not
otherwise  governed by the Internal Revenue Code of 1986, as amended or the laws
of the United States, shall be governed by the laws of the State of Delaware and
construed  in  accordance  therewith  without  giving  effect to  principles  of
conflicts of laws.

                  5.11 Severability. If a provision of the Program shall be held
illegal or invalid,  the illegality or invalidity shall not affect the remaining
parts of the Program and the Program  shall be construed  and enforced as if the
illegal or invalid provision had not been included in the Program.

                                      -12-

<PAGE>



                                       SCHEDULE
                                       --------
================================================================================
                               Performance Levels and Salary Percentages
     Performance       =========================================================
         Year             U      BC      FC      FC+       C       C+        O
================================================================================
         1998             0%     0%     7.5%    11.5%     15%      20%      25%
         1999             0%     0%     7.5%    11.5%     15%      20%      25%
         2000             0%     0%     7.5%    11.5%     15%      20%      25%
     3 Year Total         0%     0%    22.5%    34.5%     45%      60%      75%
================================================================================


Description of Performance Levels
- - ---------------------------------

"O" Outstanding:           Consistently achieves results far beyond performance 
- - ---------------            expectations.

"C" Commendable:           Consistently meets performance expectations and 
- - ---------------            occasionally achieves results beyond
                           performance expectations.

"FC" Fully Competent:      Consistently meets performance expectations.
- - --------------------
"BC" Below Competent:      Frequently approaches, but does not consistently meet
- - --------------------       performance expectations.

"U" Unsatisfactory:        Consistently falls short of performance expectations.
- - ------------------


                                      -13-

<PAGE>


                                                                    EXHIBIT 99.4

                       UNITED STATES CELLULAR CORPORATION
                        1998 LONG-TERM INCENTIVE PROGRAM

                                    ARTICLE I
                                     PURPOSE
                                     -------
         This  United  States  Cellular  Corporation  1998  Long-Term  Incentive
Program (the  "Program")  is an amendment and  restatement  of the United States
Cellular Corporation 1994 Long-Term Incentive Plan (the "Plan"). The purposes of
the Program are (i) to align the interests of the  stockholders of United States
Cellular  Corporation  (the  "Company")  and the key  executive  and  management
employees  of the Company  and certain of its  subsidiaries  by  increasing  the
proprietary interest of such employees in the Company's growth and success, (ii)
to advance the  interests of the Company by attracting  and  retaining  such key
executive and  management  employees of the Company and such  subsidiaries,  and
(iii) to motivate such  employees to act in the long-term  best interests of the
Company's stockholders.

                                   ARTICLE II
                                   DEFINITIONS
                                   -----------
         For purposes of the Plan,  the following  capitalized  terms shall have
the meanings set forth in this Article.

         2.1  "Affiliate"  shall mean TDS or a corporation at least 50% of whose
outstanding  stock or the  combined  voting power of such  outstanding  stock is
owned directly or indirectly by TDS or by the Company.

         2.2  "Agreement"  shall mean a written  agreement  evidencing  an award
granted hereunder between the Company and the recipient of such award.

         2.3      "Board" shall mean the Board of Directors of the Company.

         2.4 "Bonus Year" shall mean the calendar year for which an annual bonus
is payable.

         2.5 "Code" shall mean the Internal Revenue Code of 1986, as amended.

         2.6  "Committee"  shall  mean  a  committee  designated  by  the  Board
consisting  of one or more  members  of the Board,  each of whom is an  "outside
director"  within the meaning of Section 162(m) of the Code and a  "Non-Employee
Director" within the meaning of Rule 16b-3 under the Exchange Act.

         2.7  "Common  Stock"  shall  mean the class of  shares  of the  Company
designated as "Common Shares" in its Articles of Incorporation.

         2.8  "Company  Match"  shall mean an amount  credited to an  employee's
Deferred  Compensation  Account pursuant to paragraph 7.2(b) hereof based on the
deferred portion of the employee's annual bonus for a Bonus Year.

         2.9  "Deferred   Compensation   Account"  shall  mean  a  book  reserve
maintained  by the Company for the purpose of  measuring  the amount of deferred
compensation  payable to an employee with respect to the deferred portion of the
employee's annual bonus for a Bonus Year.

         2.10 "Designated Beneficiary" shall mean the person or persons entitled
to  receive  the  remaining  Distributable  Balance  in an  employee's  Deferred
Compensation Account at the employee's death.

         2.11 "Disability" shall mean a total physical  disability which, in the
Committee's  judgment,  prevents an employee from performing  substantially such
employee's  employment duties and responsibilities for a continuous period of at
least six months.

         2.12  "Distributable  Balance"  shall mean the balance in an employee's
Deferred  Compensation  Account  that  is  distributable  to the  employee  upon
termination  of the  employee's  employment  or the  earlier  distribution  date
specified by the employee.

                                                     

<PAGE>



         2.13 "Employer" shall mean the Company,  USCC Payroll Corporation,  and
any other direct or indirect subsidiary of the Company selected by the Committee
and approved by the Board.

         2.14 "ERISA" shall mean the Employee  Retirement Income Security Act of
1974, as amended.

         2.15 "Exchange Act" shall mean the Securities  Exchange Act of 1934, as
amended.

         2.16 "Fair  Market  Value" of a share of Stock  shall mean its  closing
sale price on the principal national stock exchange on which the Stock is traded
on the date as of which such value is being determined, or, if there shall be no
reported  sale for such date,  on the next  preceding  date for which a sale was
reported;  provided  that  if  Fair  Market  Value  for any  date  cannot  be so
determined,  Fair Market Value shall be  determined by the Committee by whatever
means or method as the Committee,  in the good faith exercise of its discretion,
shall at such time deem appropriate.

         2.17  "Free-Standing  SAR"  shall  mean an SAR  which is not  issued in
tandem with, or by reference to, an option, which entitles the holder thereof to
receive, upon exercise, shares of Stock (which may be Restricted Stock), cash or
a  combination  thereof with an aggregate  value equal to the excess of the Fair
Market  Value of one share of Stock on the date of exercise  over the base price
of such SAR, multiplied by the number of such SARs which are exercised.

         2.18  "Incentive  Stock Option" shall mean an option to purchase shares
of  Stock  which  meets  the  requirements  of  section  422 of the Code (or any
successor  provision)  and which is  designated  as  intended to  constitute  an
Incentive Stock Option.

         2.19 "Legal Representative" shall mean a guardian, legal representative
or other person acting in a similar capacity with respect to an optionee.

         2.20  "Mature  Shares"  shall  mean  shares  of Stock (i) for which the
holder thereof has good title, free and clear of all liens and encumbrances, and
(ii) which such holder has held for at least six months or has  purchased on the
open market.

         2.21  "Non-Qualified  Stock  Option"  shall mean an option to  purchase
shares of Stock which is not an Incentive Stock Option.

         2.22  "Performance  Award"  shall  mean a  right,  contingent  upon the
attainment  of specified  Performance  Measures  within a specified  Performance
Period, to receive payment in cash or in shares of Stock of a specified amount.

         2.23  "Performance  Measures"  shall mean the criteria and  objectives,
established by the Committee, which shall be satisfied or met (i) as a condition
to the  exercisability of all or a portion of an option,  (ii) as a condition to
the grant of a Restricted Stock Award or (iii) during the applicable Restriction
Period or Performance Period as a condition to the holder's receipt, in the case
of a Restricted  Stock Award, of the shares of Stock subject to such award,  or,
in the case of a Performance  Award,  of the payment with respect to such award.
In the sole  discretion of the Committee,  the Committee may amend or adjust the
Performance  Measures or other terms and conditions of an  outstanding  award in
recognition  of unusual or  nonrecurring  events  affecting  the  Company or its
financial  statements  or  changes  in  law  or  accounting  principles.  If the
Committee  desires that  compensation  payable  pursuant to any award subject to
Performance  Measures be "qualified  performance-based  compensation" within the
meaning of section  162(m) of the Code,  the  Performance  Measures (i) shall be
established  in  writing  by the  Committee  no  later  than 90 days  after  the
beginning of the  Performance  Period or Restriction  Period,  as applicable (or
such other time  designated  by the  Internal  Revenue  Service)  and (ii) shall
satisfy all other  applicable  requirements  imposed under Treasury  Regulations
promulgated  under section 162(m) of the Code,  including the  requirement  that
such  Performance  Measures  be  stated  in terms  of an  objective  formula  or
standard.

         2.24  "Performance  Period"  shall  mean  a  period  designated  by the
Committee during which Performance Measures shall be measured.

         2.25 "Permanent and Total  Disability" shall have the meaning set forth
in section 22(e)(3) of the Code (or any successor thereto).


                                       -2-

<PAGE>



         2.26 "Permitted  Transferee" shall mean (i) an optionee's spouse,  (ii)
any of an optionee's lineal descendants or (iii) a trust or similar  arrangement
of which such spouse,  a lineal  descendant of such optionee,  or one or more of
such persons are the only current  beneficiaries,  provided  that such spouse or
descendant  (or the Legal  Representative  of such spouse or descendant) or such
trust or similar  arrangement,  as the case may be, has  entered  into a written
agreement with the Company  authorizing  the Company to withhold shares of Stock
which  would  otherwise  be  delivered  to such  person  upon an  exercise  of a
Non-Qualified Stock Option to pay any federal, state, local or other taxes which
may be required to be withheld or paid in  connection  with such exercise in the
event that the optionee does not provide for an arrangement  satisfactory to the
Company to assure that such taxes will be paid.

         2.27 "Restricted Stock" shall mean shares of Stock which are subject to
a Restriction Period.

         2.28  "Restricted  Stock Award" shall mean an award of Restricted Stock
under the Plan.

         2.29  "Restriction  Period"  shall  mean any period  designated  by the
Committee  during which the Stock subject to a Restricted Stock Award may not be
sold, transferred,  assigned,  pledged,  hypothecated or otherwise encumbered or
disposed of,  except as provided in the Plan or the  Agreement  relating to such
award.

         2.30     "SAR" shall mean a stock appreciation right which may be a 
Free-Standing SAR or a Tandem SAR.

         2.31  "Stock"  shall mean Common  Stock and any other  equity  security
which (i) is  designated  by the Board to be available for awards under the Plan
or (ii) becomes  available for awards under the Plan by reason of a stock split,
stock  dividend,   recapitalization,   reorganization,   merger,  consolidation,
combination,   exchange  of  shares,   spin-off  or  other  similar   change  in
capitalization  or event or any  distribution  to  holders  of  shares of Common
Stock.

         2.32 "Tandem SAR" shall mean an SAR which is granted in tandem with, or
by reference to, an option (including a Non-Qualified Stock Option granted prior
to the date of grant of the SAR),  which entitles the holder thereof to receive,
upon exercise of such SAR and surrender for  cancellation of all or a portion of
such  option,  shares  of  Stock  (which  may be  Restricted  Stock),  cash or a
combination  thereof  with an  aggregate  value  equal to the excess of the Fair
Market  Value of one share of Stock on the date of exercise  over the base price
of such SAR, multiplied by the number of shares of Stock subject to such option,
or portion thereof, which is surrendered.

         2.33  "TDS"  shall  mean  Telephone  and Data  Systems,  Inc.,  an Iowa
corporation.


                                   ARTICLE III

                         ELIGIBILITY AND ADMINISTRATION
                         ------------------------------
         3.1  Eligibility.  Participants  in the Plan shall  consist of such key
executive and management employees of the Employers as the Committee in its sole
discretion  may  select  from  time to time.  The  Committee's  selection  of an
employee to  participate in the Plan at any time shall not require the Committee
to select such employee to participate in the Plan at any other time.

         3.2  Administration.  The Plan shall be  administered by the Committee.
Any one or a combination  of the following  awards may be made under the Plan to
eligible  persons:  (i)  options  to  purchase  shares  of  Stock in the form of
Incentive Stock Options or Non-Qualified Stock Options, (ii) SARs in the form of
Tandem  SARs  or  Free-Standing   SARS,  (iii)  Restricted  Stock  Awards,  (iv)
Performance Awards and (v) Company Match awards. The Committee shall, subject to
the terms of the Plan, select eligible persons for participation in the Plan and
determine  the form,  amount and timing of each award to such  persons  and,  if
applicable, the number of shares of Stock and the number of SARs subject to such
an award,  the exercise price associated with the award, the time and conditions
of exercise or settlement of the award and all other terms and conditions of the
award, including,  without limitation,  the form of the Agreement evidencing the
award. The Committee may, in its sole discretion and for any reason at any time,
subject  to the  requirements  imposed  under  section  162(m)  of the  Code and
regulations  promulgated  thereunder  in the  case of an  award  intended  to be
qualified performance-based  compensation,  take action such that (A) any or all
outstanding  options and SARs shall become  exercisable  in part or in full, (B)
all or a  portion  of  the  Restriction  Period  applicable  to any  outstanding
Restricted  Stock Award  shall  lapse,  (C) all or a portion of the  Performance
Period  applicable to any  outstanding  Performance  Award shall lapse,  (D) the
Performance

                                       -3-

<PAGE>



Measures  applicable to any outstanding  Restricted  Stock Award (if any) and to
any outstanding Performance Award shall be deemed to be satisfied at the maximum
or any  other  level  and (E)  all or a  portion  of the  amount  in a  Deferred
Compensation  Account  attributable to a Company Match shall vest. The Committee
shall,  subject to the terms of the Plan, interpret the Plan and the application
thereof, establish rules and regulations it deems necessary or desirable for the
administration of the Plan and may impose,  incidental to the grant of an award,
conditions with respect to the award, such as limiting competitive employment or
other activities.  All such interpretations,  rules,  regulations and conditions
shall be final, binding and conclusive.

         (a) Delegation. The Committee may delegate some or all of its power and
authority  hereunder to the chairman of the Board or an executive officer of the
Company  as  the  Committee  deems  appropriate;  provided,  however,  that  the
Committee  may not  delegate  its power  and  authority  with  regard to (i) the
selection  for  participation  in the Plan of (A) an  employee  who is the chief
executive  officer of the Company (or is acting in such a capacity),  one of the
four highest compensated officers of the Company (other than the chief executive
officer),  or any other  person  deemed to be a  "covered  employee"  within the
meaning of section 162(m) of the Code or who, in the  Committee's  judgment,  is
likely to be a covered  employee  at any time  during  the period an award to be
granted to such employee may result in taxable income to the employee, or (B) an
officer or other  person  subject to section  16 of the  Exchange  Act,  or (ii)
decisions concerning the timing, pricing or number of shares subject to an award
granted  to such an  employee,  officer  or other  person  who is, or who in the
Committee's judgment is likely to be, a covered employee.

         (b)  Indemnification.  No  member  of the  Board or  Committee  nor any
executive  officer to whom the  Committee  shall  delegate  any of its power and
authority  hereunder  shall be  liable  for any act,  omission,  interpretation,
construction  or  determination  made in good faith in connection with the Plan,
and each member of the Board and the Committee and each executive officer who is
designated by the Committee to exercise any power or authority  hereunder  shall
be entitled to  indemnification  and  reimbursement by the Company in respect of
any claim, loss, damage or expense (including attorneys' fees) arising therefrom
to the full extent  permitted by law, except as otherwise may be provided in the
Company's  articles of  incorporation  or by-laws,  and under any directors' and
officers' liability insurance which may be in effect from time to time.

         3.3 Shares Available. Subject to adjustment as provided in Section 8.7,
1,650,000  shares of Common Stock shall be available under the Plan. Such shares
of Common  Stock and shares of each  other  class of Stock  which are  available
under the Plan shall be reduced by the sum of the aggregate  number of shares of
such Stock then subject to outstanding awards under the Plan. To the extent that
an  outstanding  award  expires or  terminates  unexercised  or is  cancelled or
forfeited,  then the  shares  of Stock  subject  to such  expired,  unexercised,
cancelled or forfeited  portion of such award shall again be available under the
Plan.  Shares of Stock to be  delivered  under the Plan shall be made  available
from authorized and unissued shares of Stock, or authorized and issued shares of
Stock  reacquired  and held as treasury  shares or  otherwise  or a  combination
thereof.

                                   ARTICLE IV

                                STOCK OPTIONS AND

                            STOCK APPRECIATION RIGHTS
                            -------------------------
         4.1 Stock Options. The Committee may, in its discretion,  grant options
to purchase shares of Stock to such eligible employees as may be selected by the
Committee.  Each option,  or portion  thereof,  that is not an  Incentive  Stock
Option, shall be a Non-Qualified Stock Option. Each Incentive Stock Option shall
be granted  within ten years of the  effective  date of the Plan.  To the extent
that the  aggregate  Fair Market Value  (determined  as of the date of grant) of
shares of Stock with respect to which  options  designated  as  Incentive  Stock
Options  are  exercisable  for the first  time by an option  holder  during  any
calendar  year  (under the Plan or any other  plan of the  Company or any of its
subsidiaries)  exceeds  $100,000,  such options shall  constitute  Non-Qualified
Stock Options. Options shall be subject to the terms and conditions set forth in
this Section 4.1 and shall contain such  additional  terms and  conditions,  not
inconsistent  with the terms of the Plan, as the Committee shall deem advisable,
except that the  Committee  shall not grant an option or options in any calendar
year to any eligible employee which, in the aggregate,  give such an employee an
option to purchase more than 50,000 shares of Stock (as may be adjusted pursuant
to Section 8.7).

         4.2 Number of Shares and Purchase Price.  The number of shares of Stock
subject to an option and the purchase price per share of Stock  purchasable upon
exercise of the option shall be determined by the Committee; provided,

                                       -4-

<PAGE>



however, that the purchase price per share of Stock purchasable upon exercise of
either an  Incentive  Stock Option or a  NonQualified  Stock Option shall not be
less  than  100% of the Fair  Market  Value of a share of Stock on the date such
option is granted;  provided further, that if an Incentive Stock Option shall be
granted to an employee who owns capital stock  possessing  more than ten percent
of the total  combined  voting  power of all  classes  of  capital  stock of the
Company or any of its subsidiaries  ("Ten Percent  Holder"),  the purchase price
per share of Stock shall be at least 110% of its Fair Market Value.

         4.3 Option Period and Exercisability. The period during which an option
may be exercised shall be determined by the Committee;  provided,  however, that
no Incentive Stock Option shall be exercised later than ten years after its date
of grant;  provided further,  that if an Incentive Stock Option shall be granted
to a Ten Percent  Holder,  such option  shall not be  exercised  later than five
years after its date of grant.  The Committee may, in its discretion,  establish
Performance  Measures which must be satisfied  during a Performance  Period as a
condition  either to a grant of an option or to the  exercisability  of all or a
portion of an option.  The  Committee  shall  determine  whether an option shall
become exercisable in cumulative or non-cumulative installments or in part or in
full at any time.  An option may be exercised  only with respect to whole shares
of Stock.

         4.4  Method of  Exercise.  An  option  may be  exercised  (i) by giving
written  notice to the Chief  Financial  Officer of the Company  specifying  the
number of whole shares of Stock to be purchased and by accompanying  such notice
with payment therefor in full (unless another arrangement for such payment which
is  satisfactory to the Company has been made) either (A) in cash, (B) in Mature
Shares having a Fair Market Value, determined as of the date of exercise,  equal
to the  aggregate  purchase  price  payable by reason of such  exercise,  (C) by
authorizing  the Company to withhold whole shares of Stock which would otherwise
be delivered upon exercise of the option having a Fair Market Value,  determined
as of the date of exercise,  equal to the  aggregate  purchase  price payable by
reason  of  such  exercise,  (D) in cash by a  broker-dealer  acceptable  to the
Company to whom the optionee has submitted an irrevocable  notice of exercise or
(E) a combination of (A), (B) and (C), in each case to the extent  determined by
the  Committee  at the time the option is granted,  and (ii) by  executing  such
documents as the Company may reasonably  request.  The Committee shall have sole
discretion to disapprove  of an election  pursuant to any of clauses  (B)-(E) in
the preceding sentence.  If payment of the purchase price is to be made pursuant
to clause (B) or (C) (or a  combination  thereof) of the first  sentence of this
Section  4.4,  any  fraction  of a share of Stock which would be required to pay
such purchase price shall be disregarded  and the remaining  amount due shall be
paid in cash by the  optionee.  No share of Stock shall be  delivered  until the
full purchase price therefor has been paid.

         4.5 Stock  Appreciation  Rights.  The Committee may, in its discretion,
grant SARs to such eligible  employees as may be selected by the Committee.  The
Agreement  relating to an SAR shall specify whether the SAR is a Tandem SAR or a
Free-Standing SAR.

         SARs shall be subject to the following  terms and  conditions and shall
contain such additional terms and conditions, not inconsistent with the terms of
this Plan, as the Committee shall deem advisable:

         (a) Number of SARs and Base  Price.  The  number of SARs  subject to an
award  shall be  determined  by the  Committee.  Any  Tandem  SAR  related to an
Incentive  Stock  Option  shall be granted at the same time that such  Incentive
Stock  Option is granted.  The base price of a Tandem SAR shall be the  purchase
price  per  share  of  Stock  of  the  related  option.  The  base  price  of  a
Free-Standing SAR shall be determined by the Committee;  provided, however, that
such base price shall not be less than 100% of the Fair Market  Value of a share
of Stock on the date of grant of such SAR.

         (b) Exercise Period and  Exercisability.  The Agreement  relating to an
award of SARs shall specify whether such award may be settled in shares of Stock
or cash or a combination thereof. The period for the exercise of an SAR shall be
determined  by the  Committee;  provided,  however,  that no Tandem SAR shall be
exercised  later  than  the  expiration,   cancellation,   forfeiture  or  other
termination  of the  related  option.  The  Committee  may,  in its  discretion,
establish Performance Measures which shall be satisfied or met as a condition to
the grant of an SAR or to the  exercisability of all or a portion of an SAR. The
Committee  shall  determine  whether an SAR may be  exercised in  cumulative  or
non-cumulative  installments  and in part or in full at any time. An exercisable
SAR, or portion  thereof,  may be  exercised,  in the case of a Tandem SAR, only
with respect to whole shares of Stock and, in the case of a  Free-Standing  SAR,
only with respect to a whole number of SARs. Prior to the exercise of an SAR for
shares of Stock, the holder of such SAR shall have no rights as a stockholder of
the Company with respect to the shares of Stock subject to such SAR.


                                       -5-

<PAGE>



         (c) Method of  Exercise.  A Tandem SAR may be  exercised  (i) by giving
written  notice to the  Company  specifying  the  number of whole SARs which are
being  exercised,  (ii) by  surrendering  to the Company  any options  which are
cancelled  by reason of the  exercise  of the Tandem SAR and (iii) by  executing
such documents as the Company may reasonably request. A Free-Standing SAR may be
exercised  (A) by giving  written  notice to the  Company  specifying  the whole
number of SARs which are being  exercised and (B) by executing such documents as
the Company may reasonably request.

         4.6 Termination of Employment or Service.  All of the terms relating to
the  exercise,  cancellation  or other  disposition  of an  option or SAR upon a
termination  of employment  with or service to the Company of the holder of such
option whether by reason of disability,  retirement, death or other termination,
shall be determined by the Committee.  Such  determination  shall be made at the
time of the grant of such option or SAR and shall be specified in the  Agreement
relating to such option or SAR.


                                    ARTICLE V

                             RESTRICTED STOCK AWARDS
                             -----------------------
         5.1  Restricted  Stock Awards.  The Committee  may, in its  discretion,
grant Restricted  Stock Awards to such eligible  employees as may be selected by
the Committee.

         5.2 Terms of Restricted Stock Awards.  Restricted Stock Awards shall be
subject to the following  terms and conditions and shall contain such additional
terms and  conditions,  not  inconsistent  with the terms of this  Plan,  as the
Committee shall deem advisable.

         (a)  Number of Shares  and Other  Terms.  The number of shares of Stock
subject to a Restricted  Stock Award and the  Performance  Measures (if any) and
Restriction Period applicable to a Restricted Stock Award shall be determined by
the Committee.

         (b) Vesting and  Forfeiture.  The  Agreement  relating to a  Restricted
Stock Award shall provide,  in the manner  determined by the  Committee,  in its
discretion,  and subject to the  provisions of this Plan, for the vesting of the
shares of Stock subject to such award (i) if specified  Performance Measures are
satisfied or met during the specified  Restriction  Period or (ii) if the holder
of such  award  remains  continuously  in the  employment  of or  service to the
Company  during the specified  Restriction  Period and for the forfeiture of the
shares of Stock subject to such award (A) if specified  Performance Measures are
not  satisfied  or met during  the  specified  Restriction  Period or (B) if the
holder of such  award  does not  remain  continuously  in the  employment  of or
service to the Company during the specified Restriction Period.

         (c) Share Certificates. During the Restriction Period, a certificate or
certificates  representing  a Restricted  Stock Award may be  registered  in the
holder's  name and may bear a legend,  in  addition  to any legend  which may be
required pursuant to Section 8.6, indicating that the ownership of the shares of
Stock represented by such certificate is subject to the restrictions,  terms and
conditions  of this Plan and the  Agreement  relating  to the  Restricted  Stock
Award. All such certificates shall be deposited with the Company,  together with
stock powers or other instruments of assignment (including a power of attorney),
each  endorsed in blank with a guarantee  of  signature  if deemed  necessary or
appropriate by the Company, which would permit transfer to the Company of all or
a portion of the shares of Stock  subject to the  Restricted  Stock Award in the
event such  award is  forfeited  in whole or in part.  Upon  termination  of any
applicable  Restriction Period (and the satisfaction or attainment of applicable
Performance Measures),  subject to the Company's right to require payment of any
taxes in accordance with Section 8.5, a certificate or  certificates  evidencing
ownership of the  requisite  number of shares of Stock shall be delivered to the
holder of such award.

         (d) Rights with Respect to Restricted  Stock Awards.  Unless  otherwise
set forth in the Agreement  relating to a Restricted Stock Award, and subject to
the terms and conditions of a Restricted  Stock Award,  the holder of such award
shall  have all  rights as a  stockholder  of the  Company,  including,  but not
limited  to,  voting  rights,  the right to receive  dividends  and the right to
participate  in any  capital  adjustment  applicable  to all  holders  of Stock;
provided,  however,  that a distribution with respect to shares of Stock,  other
than a regular cash  dividend,  shall be deposited with the Company and shall be
subject to the same  restrictions  as the shares of Stock with  respect to which
such distribution was made.


                                       -6-

<PAGE>



         (e) Awards to Certain  Executive  Officers.  Notwithstanding  any other
provision  of this  Article  V, and only to the extent  necessary  to ensure the
deductibility of the award to the Company, the number of shares of Stock subject
to a Restricted  Stock Award granted to a "covered  employee" within the meaning
of section 162(m) of the Code shall not exceed 50,000 shares.

         5.3 Termination of Employment or Service.  All of the terms relating to
the satisfaction of Performance  Measures and the termination of the Restriction
Period relating to a Restricted  Stock Award, or any  cancellation or forfeiture
of such Restricted  Stock Award upon a termination of employment with or service
to the Company of the holder of such Restricted  Stock Award,  whether by reason
of disability,  retirement,  death or other termination,  shall be determined by
the Committee. Such determination shall be made at the time of the grant of such
Restricted Stock Award and shall be specified in the Agreement  relating to such
Restricted Stock Award.


                                   ARTICLE VI

                               PERFORMANCE AWARDS
                               ------------------
         6.1 Performance  Awards.  The Committee may, in its  discretion,  grant
Performance  Awards  to  such  eligible  employees  as  may be  selected  by the
Committee.

         6.2 Terms of Performance Awards. Performance Awards shall be subject to
the following terms and conditions and shall contain such  additional  terms and
conditions,  not inconsistent with the terms of the Plan, as the Committee shall
deem advisable.

         (a) Amount of Performance Award,  Performance  Measures and Performance
Period.  The amount of a  Performance  Award and the  Performance  Measures  and
Performance  Period  applicable  to  such  award  shall  be  determined  by  the
Committee;  provided,  however  that the maximum  amount that may be paid to any
individual under a Performance Award for any Performance Period shall not exceed
50,000 shares of Stock, or the Fair Market Value thereof if paid in cash.

         (b) Vesting and  Forfeiture.  The  Agreement  relating to a Performance
Award  shall  provide,  in  the  manner  determined  by  the  Committee,  in its
discretion,  and subject to the  provisions of the Plan, for the vesting of such
award,  if  specified  Performance  Measures  are  satisfied  or met  during the
specified Performance Period, and for the forfeiture of such award, if specified
Performance  Measures are not satisfied or met during the specified  Performance
Period.

         (c) Settlement of Vested Performance  Awards. The Agreement relating to
a  Performance  Award (i) shall  specify  whether  such  award may be settled in
shares of Stock (including  shares of Restricted Stock) or cash or a combination
thereof and (ii) may specify  whether  the holder  thereof  shall be entitled to
receive,  on  a  current  or  deferred  basis,  dividend  equivalents,  and,  if
determined  by the  Committee,  interest  on or the deemed  reinvestment  of any
deferred  dividend  equivalents,  with  respect to the number of shares of Stock
subject to such award.  Prior to the settlement of a Performance Award in shares
of Stock,  the holder of such award shall have no rights as a stockholder of the
Company with respect to the shares of Stock subject to such award.

         6.3 Termination of Employment or Service.  All of the terms relating to
the satisfaction of Performance  Measures and the termination of the Performance
Period  relating to a Performance  Award,  or any  cancellation or forfeiture of
such Performance  Award upon a termination of employment with the Company of the
holder of such Performance Award,  whether by reason of disability,  retirement,
death  or  other  termination,  shall  be  determined  by  the  Committee.  Such
determination  shall be made at the time of the grant of such Performance  Award
and shall be specified in the Agreement relating to such Performance Award.




                                       -7-

<PAGE>



                                   ARTICLE VII

                         DEFERRED COMPENSATION ACCOUNTS

                            AND COMPANY MATCH AWARDS
                            ------------------------
         7.1 Company Match Awards.  The Committee may, in its  discretion,  make
Company Match awards available to such eligible  employees as may be selected by
the Committee.

         7.2 Terms of  Company  Match  Awards.  Company  Match  awards  shall be
subject to the following  terms and conditions and shall contain such additional
terms  and  conditions,  not  inconsistent  with the  terms of this  Plan as the
Committee shall deem advisable.

         (a) Annual Bonus  Deferral.  There shall be deducted from each check in
full or partial  payment of an  employee's  annual  bonus for a Bonus  Year,  an
amount equivalent to the percentage of the gross bonus payment that the employee
has elected to defer,  which amount will be credited as of the date on which the
check is issued to the  employee's  Deferred  Compensation  Account.  Amounts so
credited to the employee's Deferred Compensation Account (as adjusted for deemed
investment returns) shall be 100% vested at all times.

         (b) Company Match.  As of each date on which amounts are credited to an
employee's Deferred  Compensation Account pursuant to paragraph (a), there shall
also be credited to the  Deferred  Compensation  Account a Company  Match amount
equal to the sum of (i) 25% of the amount credited to the Deferred  Compensation
Account  as of such date  pursuant  to  paragraph  (a) which is not in excess of
one-half of the employee's total gross bonus for the Bonus Year and (ii) 33 1/3%
of the amount  credited  to the  Deferred  Compensation  Account as of such date
pursuant to paragraph (a) which is in excess of one-half of the employee's total
gross  bonus  for the Bonus  Year.  One-third  of the  Company  Match  amount so
credited  to the  employee's  Deferred  Compensation  Account  pursuant  to this
paragraph (b) (as adjusted for deemed investment returns hereunder) shall become
vested on each of the first  three  anniversaries  of the end of the Bonus Year,
provided  that the employee is an employee of the Company (or an  Affiliate)  on
such date and the amount credited to the Deferred  Compensation Account pursuant
to paragraph (a) has not been withdrawn or distributed before such date.

         (c)  Deemed  Investment  of  Deferred  Compensation  Account.   Amounts
credited to an employee's Deferred  Compensation  Account pursuant to paragraphs
(a) and (b) above shall be deemed to be invested in whole and fractional  shares
of Stock at the Fair Market Value  thereof on the date as of which the amount is
credited to the Deferred Compensation Account.

         (d)  Payment  of  Deferred  Compensation.  On the  earlier  of the date
specified by the employee or the date the employee terminates his/her employment
for whatever reason,  the Company shall compute the  "Distributable  Balance" in
the Deferred Compensation Account on such date. This Distributable Balance shall
include (i) all bonus  deferrals  made through the current month and (ii) if the
employee's  employment has terminated for retirement,  disability or death,  all
Company Match amounts credited to the Deferred  Compensation Account, or, if the
employee's employment has not terminated or has terminated for any other reason,
the vested Company Match amounts credited to the Deferred  Compensation Account.
In the event that the employee becomes  disabled,  his/her  employment shall for
these  purposes  be deemed to  terminate  on the first day of the month in which
he/she begins to receive long term disability payments provided by the Company's
insurance carrier (thus, the  Distributable  Balance shall be computed as of the
preceding month). Payment of deferred compensation under these events will be in
accordance with the employee's  payment method and distribution  date elections.
For purposes of this  paragraph  (d),  "disability"  shall mean a total physical
disability  which,  in  the  Company's  judgment,  prevents  the  employee  from
performing  substantially  his/her employment duties and  responsibilities for a
continuous period of at least six months, and "retirement" shall mean retirement
as defined in the United States Cellular  Corporation Pension Plan. All payments
of deferred  compensation  hereunder  will be made in whole  shares of Stock and
cash equal to the Fair Market  Value of any  fractional  share.  If the employee
dies before the entire  Distributable  Balance has been paid,  the Company shall
pay  the  then  undistributed  remainder  of the  Distributable  Balance  to the
employee's Designated Beneficiary.

         (e) Hardship Withdrawals.  In the event of an unforeseeable  emergency,
the  employee  may make  withdrawals  from the vested  amounts  in the  Deferred
Compensation Account in an amount equal to that which is reasonably necessary to
satisfy the  emergency.  An  unforeseeable  emergency  means a severe  financial
hardship to the employee resulting from

                                       -8-

<PAGE>



a sudden and  unexpected  illness or accident of the  employee or of a dependent
(as  defined  in  section  152(a)  of the  Code)  of the  employee,  loss of the
employee's  property  due  to  casualty,  or  other  similar  extraordinary  and
unforeseeable  circumstances arising as a result of events beyond the control of
the employee.  The  circumstances  that will constitute an emergency will depend
upon the facts of each case,  but,  in any case,  payment may not be made to the
extent that such  hardship is or may be relieved  (i) through  reimbursement  or
compensation  by insurance or otherwise;  (ii) by  liquidation of the employee's
assets,  to the extent the  liquidation  of such assets  would not itself  cause
severe financial  hardship;  or (iii) by cessation of deferrals under this Plan.
Examples of what are not considered to be unforeseeable  emergencies include the
need to send the employee's child to college or the desire to purchase a home.

         (f)  Designation  of  Beneficiaries.   The  employee  may  designate  a
Designated  Beneficiary  by executing and filing with the Company during his/her
lifetime, a beneficiary designation.  The employee may change or revoke any such
designation by executing and filing with the Company  during his/her  lifetime a
new beneficiary designation.  If the employee is married and names someone other
than his/her  spouse (e.g.,  child) as  beneficiary,  the spouse must consent by
signing the designated area of the beneficiary  designation form in the presence
of a Notary Public. If any Designated  Beneficiary  predeceases the employee, or
if any  corporation,  partnership,  trust or other  entity which is a Designated
Beneficiary is terminated, dissolved, becomes insolvent, is adjudicated bankrupt
prior to the date of the employee's death, or if the employee fails to designate
a  beneficiary,  then the  following  persons in the order set forth below shall
receive the entire amount which the previous  Designated  Beneficiary would have
been entitled to receive:

                  i)       Employee's spouse, if living; otherwise

                  ii)      Employee's then living descendants, per stirpes; and 
                           otherwise;

                  iii)     Employee's estate


                                  ARTICLE VIII

                                     GENERAL
                                     -------
         8.1 Effective Date and Term of Plan. The Plan shall become effective as
of November 9, 1994 and shall terminate ten years thereafter  unless  terminated
earlier  by the  Board.  Termination  of the Plan  shall not affect the terms or
conditions of any award granted prior to termination. Grants of awards hereunder
may be  made at any  time on or  after  the  effective  date  and  prior  to the
termination of the Plan. The Program shall be submitted to the  stockholders  of
the Company for  approval,  and in the event that the Program is not approved by
such stockholders, any awards granted under the Program shall be void.

         8.2  Amendments.  The  Board  may  amend  the  Plan  as it  shall  deem
advisable,  subject to any requirement of stockholder  approval under applicable
law, including section 162(m) of the Code;  provided,  however,  that, except as
provided in Section 8.7, no amendment shall be made without stockholder approval
if such  amendment  (a) would  increase  the  maximum  number of shares of Stock
available for issuance  under the Plan or (b) would reduce the minimum  purchase
price in the case of an option;  provided further that no amendment shall extend
the term of the Plan or shall effect any change inconsistent with section 422 of
the Code with respect to any  Incentive  Stock Option which shall have been,  or
may be,  granted  under the Plan. No amendment may impair the rights of a holder
of an outstanding award without the consent of such holder.

         8.3 Award.  Each award  granted under the Plan shall be evidenced by an
Agreement  setting forth the terms and conditions  applicable to such award.  No
award  shall be valid  until an  Agreement  is  executed  by the Company and the
recipient  of the award and,  upon  execution  by each party and delivery of the
Agreement to the Company, such award shall be effective as of the effective date
set forth in the Agreement.

         8.4  Transferability  of Awards.  No  Incentive  Stock  Option shall be
transferable  other  than by will or the laws of  descent  and  distribution  or
pursuant to a beneficiary  designation  effective on the  optionee's  death.  No
other award shall be transferable  other than (a) by will or the laws of descent
and  distribution,  (b) pursuant to a beneficiary  designation  effective on the
optionee's  death,  or (c) to the extent  permitted  under (i)  securities  laws
relating to the registration of securities subject to employee benefit plans and
(ii) the Agreement  evidencing  the grant of such award,  by gift to a Permitted
Transferee.  Each option and each SAR may be exercised  during the optionee's or
holder's lifetime only by the optionee or

                                       -9-

<PAGE>



holder (or the optionee's or holder's legal  representative)  or, if applicable,
by a Permitted  Transferee.  Except as permitted by the preceding sentences,  no
award may be sold, transferred,  assigned, pledged, hypothecated,  encumbered or
otherwise  disposed of (whether by operation of law or  otherwise) or be subject
to  execution,  attachment  or  similar  process.  Upon any  attempt to so sell,
transfer,  assign,  pledge,  hypothecate,  encumber or otherwise  dispose of any
award such award and all rights  thereunder  shall  immediately  become null and
void.

         8.5 Tax Withholding. The Company shall have the right to require, prior
to the issuance or delivery of any shares of Stock, payment by the holder of the
award of any  federal,  state,  local or other taxes which may be required to be
withheld or paid in connection with the award. As determined by the Committee at
the time of the grant of an award, an Agreement may provide that (i) the Company
shall  withhold  whole  shares of Stock which would  otherwise be delivered to a
holder,  having an  aggregate  Fair Market Value  determined  as of the date the
obligation to withhold or pay taxes arises in connection with an award (the "Tax
Date") in the amount necessary to satisfy any such obligation or (ii) the holder
may  satisfy  any such  obligation  by any of the  following  means:  (A) a cash
payment  to the  Company,  (B)  delivery  to the  Company  of Mature  Shares the
aggregate Fair Market Value of which shall be determined as of the Tax Date, (C)
authorizing  the Company to withhold whole shares of Stock which would otherwise
be delivered the aggregate  Fair Market Value of which shall be determined as of
the Tax Date, (D) a cash payment by a broker-dealer acceptable to the Company to
whom the holder has  submitted  an  irrevocable  notice of  exercise  or (E) any
combination of (A), (B) and (C);  provided,  however,  that the Committee  shall
have sole  discretion to  disapprove  of an election  pursuant to any of clauses
(B)-(E).  An  Agreement  may  provide  for  shares of Stock to be  delivered  or
withheld  having an aggregate  Fair Market Value in excess of the minimum amount
required  to be  withheld.  Any  fraction  of a share  of Stock  which  would be
required to satisfy such an obligation  shall be  disregarded  and the remaining
amount due shall be paid in cash by the holder.

         8.6  Restrictions  on Shares.  Each award  granted  hereunder  shall be
subject to the requirement  that if at any time the Company  determines that the
listing,  registration or  qualification  of the shares of Stock subject to such
award upon any securities  exchange or under any law, or the consent or approval
of any  governmental  body,  or the taking of any other  action is  necessary or
desirable  as a condition  of, or in  connection  with,  the  delivery of shares
thereunder,   such  shares   shall  not  be  delivered   unless  such   listing,
registration,  qualification,  consent, approval or other action shall have been
effected or obtained,  free of any conditions not acceptable to the Company. The
Company may  require  that  certificates  evidencing  shares of Stock  delivered
pursuant to any award made  hereunder  bear a legend  indicating  that the sale,
transfer  or other  disposition  thereof by the holder is  prohibited  except in
compliance  with the  Securities  Act of 1933,  as  amended,  and the  rules and
regulations thereunder.

         8.7  Adjustment.  In the  event of any  stock  split,  stock  dividend,
recapitalization,  reorganization, merger, consolidation,  combination, exchange
of shares,  liquidation,  spin-off or other similar change in  capitalization or
event,  or any  distribution  to  holders  of Stock  other  than a regular  cash
dividend,  the number and class of  securities  available  under this Plan,  the
number  and class of  securities  subject  to each  outstanding  option  and the
purchase price per security,  the terms of each  outstanding SAR, the number and
class of securities subject to each outstanding  Restricted Stock Award, and the
terms  of each  outstanding  Performance  Award  and the  number  and  class  of
securities  deemed to be held in each  Deferred  Compensation  Account  shall be
appropriately adjusted by the Committee, such adjustments to be made in the case
of  outstanding  options and SARs without an increase in the aggregate  purchase
price or base price. The decision of the Committee regarding any such adjustment
shall be final, binding and conclusive. If any such adjustment would result in a
fractional  security  being (a)  available  under  this  Plan,  such  fractional
security shall be  disregarded,  or (b) subject to an award under this Plan, the
Company  shall  pay the  holder  of such  award,  in  connection  with the first
vesting,  exercise  or  settlement  of such award in whole or in part  occurring
after such  adjustment,  an amount in cash  determined  by  multiplying  (i) the
fraction of such security (rounded to the nearest hundredth) by (ii) the excess,
if any, of (A) the Fair Market Value on the vesting, exercise or settlement date
over (B) the exercise or base price, if any, of such award.

         8.8      Change in Control.

                  (a)  (1)  Notwithstanding  any  provision  in the  Plan or any
         Agreement,  in the event of a Change in  Control,  the Board  may,  but
         shall not be required to, make such  adjustments to outstanding  awards
         hereunder as it deems appropriate,  including,  without limitation, (i)
         causing  all  outstanding   options  and  SARs  to  immediately  become
         exercisable in full, (ii) causing the Restriction  Period applicable to
         any  outstanding  Restricted  Stock Award to lapse,  (iii)  causing the
         Performance  Period applicable to any outstanding  Performance Award to
         lapse,  (iv)  causing  the  Performance   Measures  applicable  to  any
         outstanding  Restricted  Stock  Award  (if any) and to any  outstanding
         Performance  Award to be deemed to be satisfied at the minimum,  target
         or maximum level, (v) causing

                                      -10-

<PAGE>



         the amount in a Deferred Compensation Account attributable to a Company
         Match to vest, or (vi) electing  that each  outstanding  award shall be
         surrendered  to the Company by the holder  thereof,  and that each such
         award shall immediately be canceled by the Company, and that the holder
         shall receive, within a specified period of time from the occurrence of
         the Change in  Control,  a cash  payment  from the Company in an amount
         equal to:

                  (A)      in the case of an  option,  the  number  of shares of
                           Stock then subject to such option,  multiplied by the
                           excess, if any, of the greater of (x) the highest per
                           share price offered to stockholders of the Company in
                           any  transaction  whereby the Change in Control takes
                           place  or (y) the  Fair  Market  Value  of a share of
                           Stock  on the date of  occurrence  of the  Change  in
                           Control,  over the purchase  price per share of Stock
                           subject to the option, and

                  (B)      in the case of a  Free-Standing  SAR,  the  number of
                           shares of Stock then subject to such SAR,  multiplied
                           by the  excess,  if any,  of the  greater  of (x) the
                           highest per share price  offered to  stockholders  of
                           the Company in any transaction  whereby the Change in
                           Control takes place or (y) the Fair Market Value of a
                           share  of  Stock  on the  date of  occurrence  of the
                           Change in  Control,  over the base  price of the SAR,
                           and

                  (C)      in the case of a Restricted  Stock Award,  the number
                           of  shares  of  Stock  then  subject  to such  award,
                           multiplied  by the  greater  of (x) the  highest  per
                           share price offered to stockholders of the Company in
                           any  transaction  whereby the Change in Control takes
                           place  or (y) the  Fair  Market  Value  of a share of
                           Stock  on the date of  occurrence  of the  Change  in
                           Control, and

                  (D)      in  the  case  of a  Performance  Award,  the  amount
                           payable with respect to such Performance Award if the
                           applicable Performance Measures were satisfied at the
                           maximum level, and

                  (E)      in the case of a Deferred  Compensation  Account, the
                           number of shares  of Stock  then  deemed to be in the
                           Account, multiplied by the greater of (x) the highest
                           per  share  price  offered  to  stockholders  of  the
                           Company  in any  transaction  whereby  the  Change in
                           Control takes place or (y) the Fair Market Value of a
                           share  of  Stock  on the  date of  occurrence  of the
                           Change in Control.

                  (2) In the event of a Change in  Control  pursuant  to Section
         (b)(3) or (4) below in  connection  with  which  the  holders  of Stock
         receive shares of common stock that are registered  under Section 12 of
         the  Exchange  Act,  the  Board  may,  but shall  not be  required  to,
         substitute for each share of Stock available  under this Plan,  whether
         or not then subject to an  outstanding  award,  the number and class of
         shares into which each  outstanding  share of Stock shall be  converted
         pursuant  to  such  Change  in  Control.  In  the  event  of  any  such
         substitution,  the  purchase  price  per share in the case of an option
         shall be appropriately  adjusted by the Committee,  such adjustments to
         be made in the case of outstanding  options  without an increase in the
         aggregate purchase price or base price.

         (b) For purposes of the Plan, "Change in Control" shall mean:

                  (1) the  acquisition  by any  individual,  entity  or group (a
         "Person"),  including  any  "person"  within  the  meaning  of  Section
         13(d)(3) or  14(d)(2) of the  Exchange  Act,  of  beneficial  ownership
         within the meaning of Rule 13d-3 promulgated under the Exchange Act, of
         25% or  more of the  combined  voting  power  of the  then  outstanding
         securities  of the  Company  entitled  to  vote  generally  on  matters
         (without regard to the election of directors) (the "Outstanding  Voting
         Securities"),  excluding,  however, the following:  (i) any acquisition
         directly from the Company or an Affiliate  (excluding  any  acquisition
         resulting  from the  exercise of an  exercise,  conversion  or exchange
         privilege,  unless  the  security  being  so  exercised,  converted  or
         exchanged was acquired directly from the Company or an Affiliate), (ii)
         any  acquisition by the Company or an Affiliate,  (iii) any acquisition
         by an employee  benefit plan (or related trust) sponsored or maintained
         by the Company or an Affiliate, (iv) any acquisition by any corporation
         pursuant to a  transaction  which  complies  with clauses (i), (ii) and
         (iii) of subsection (3) of this Section 7.8(b),  or (v) any acquisition
         by the following  persons:  (A) LeRoy T. Carlson or his spouse, (B) any
         child of LeRoy T.  Carlson  or the  spouse of any such  child,  (C) any
         grandchild  of LeRoy T.  Carlson,  including  any child  adopted by any
         child of LeRoy T. Carlson,  or the spouse of any such  grandchild,  (D)
         the estate of any of the persons described in clauses (A)-(C),  (E) any
         trust or similar  arrangement  (including any  acquisition on behalf of
         such trust or similar  arrangement by the trustees or similar  persons)
         provided that all of the current beneficiaries of such trust or similar

                                      -11-

<PAGE>



         arrangement  are persons  described in clauses  (A)-(C) or their lineal
         descendants, or (F) the voting trust which expires on June 30, 2009, or
         any  successor  to such voting  trust,  including  the trustees of such
         voting  trust on  behalf  of such  voting  trust,  (all  such  persons,
         collectively, the "Exempted Persons");

                  (2)  individuals  who, as of November 9, 1994,  constitute the
         Board (the  "Incumbent  Board")  cease for any reason to  constitute at
         least a  majority  of such  Board;  provided  that any  individual  who
         becomes a director of the Company subsequent to November 9, 1994, whose
         election, or nomination for election by the Company's stockholders, was
         approved  by the  vote of at least a  majority  of the  directors  then
         comprising  the  Incumbent  Board  shall  be  deemed  a  member  of the
         Incumbent  Board;  and provided  further,  that any  individual who was
         initially elected as a director of the Company as a result of an actual
         or threatened  election contest,  as such terms are used in Rule 14a-11
         of  Regulation  14A  promulgated  under the Exchange  Act, or any other
         actual or  threatened  solicitation  of  proxies or  consents  by or on
         behalf of any Person  other than the Board shall not be deemed a member
         of the Incumbent Board;

                  (3)  approval  by  the   stockholders  of  the  Company  of  a
         reorganization, merger or consolidation or sale or other disposition of
         all or  substantially  all of the assets of the  Company (a  "Corporate
         Transaction"),  excluding, however, a Corporate Transaction pursuant to
         which (i) all or  substantially  all of the individuals or entities who
         are  the  beneficial  owners  of  the  Outstanding   Voting  Securities
         immediately prior to such Corporate  Transaction will beneficially own,
         directly or indirectly,  more than 51% of the combined  voting power of
         the  outstanding  securities  of the  corporation  resulting  from such
         Corporate  Transaction  (including,  without limitation,  a corporation
         which  as a  result  of  such  transaction  owns,  either  directly  or
         indirectly,  the Company or all or  substantially  all of the Company's
         assets) which are entitled to vote generally on matters (without regard
         to the election of directors),  in  substantially  the same proportions
         relative to each other as the shares of Outstanding  Voting  Securities
         are owned  immediately  prior to such  Corporate  Transaction,  (ii) no
         Person  (other  than  the  following  Persons:  (v) the  Company  or an
         Affiliate,  (w) any employee  benefit plan (or related trust) sponsored
         or  maintained  by the  Company or an  Affiliate,  (x) the  corporation
         resulting from such Corporate  Transaction,  (y) the Exempted  Persons,
         (z) and any Person which beneficially owned,  immediately prior to such
         Corporate  Transaction,  directly  or  indirectly,  25% or  more of the
         Outstanding  Voting  Securities)  will  beneficially  own,  directly or
         indirectly, 25% or more of the combined voting power of the outstanding
         securities of such  corporation  entitled to vote  generally on matters
         (without regard to the election of directors) and (iii) individuals who
         were members of the Incumbent Board will constitute at least a majority
         of the members of the board of directors of the  corporation  resulting
         from such Corporate Transaction; or

                  (4) approval by the  stockholders  of the Company of a plan of
         complete liquidation or dissolution of the Company.

         8.9 No Right of Participation  or Employment.  No person shall have any
right to  participate  in the  Plan.  Neither  the Plan nor any  option  granted
hereunder shall confer upon any person any right to continued  employment by the
Company or any of its  subsidiaries  or  affiliates  or affect in any manner the
right of the Company or any of its  subsidiaries  or affiliates to terminate the
employment of any person at any time without liability hereunder.

         8.10  Rights  as  Stockholder.  No  person  shall  have any  right as a
stockholder  of the Company  with  respect to any shares of Stock of the Company
which are  subject to an award  granted  hereunder  unless and until such person
becomes a stockholder of record with respect to such shares of Stock.

         8.11  Governing  Law. The Plan,  each award  granted  hereunder and the
related  Agreement,  and all  determinations  made and  actions  taken  pursuant
thereto,  to the extent not  otherwise  governed  by the Code or the laws of the
United  States,  shall be  governed  by the laws of the  State of  Delaware  and
construed  in  accordance  therewith  without  giving  effect to  principles  of
conflicts of laws.

         8.12 Severability.  If a provision of the Plan shall be held illegal or
invalid,  the illegality or invalidity  shall not affect the remaining  parts of
the Plan and the Plan  shall be  construed  and  enforced  as if the  illegal or
invalid provision had not been included in the Plan.



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